Think Big. Start Small.

Instead Of Focusing On Arguing With People Who Say No, It Might Be Easier To Get Near The People Who Like To Say Yes.

Great Marketers Don't Make Stuff. They Make Meaning.

The Big Win Is When You Refuse To Settle For Average Or Mediocre.

Finding New Ways, More Clever Ways To Interrupt People Doesn't Work.

Or, If I Take That Same Auditorium And I Make It Much Bigger And Put More Space Between Seats, It'll Be Quieter Because It's Much Harder When You're Not In Physical Contact With People To Spread A Virus From Person-to-person, Right? There Are All Sorts Of Patterns That We See In Epidemiology That Help Us Understand Why Something Spreads.