Think Big. Start Small.

Facts Are Irrelevant. What Matters Is What The Consumer Believes.

Flexible In The Face Of Change, Resilient In The Face Of Confusion. All Of These Attributes Are Choices, Not Talents, And All Of Them Are Available To You.

Acknowledge To Yourself That The Factory Job Is Dead. Having A Factory Job Is Not A Natural State. It Wasn't At The Heart Of Being Human Until Very Recently. We've Been Culturally Brainwashed.

Marketers Have To Move Upstream Now. We Have To Stop Being The Last Step In The Process And Start Being The First Step.

That's Why There's Lots And Lots Of Kinds Of Hot Sauces, And Not So Many Kinds Of Mustard. Not Because It's Hard To Make Interesting Mustard - You Could Make Interesting Mustard - But People Don't, Because No One's Obsessed With It, And Thus No One Tells Their Friends.