When In Doubt, Tell Yourself The Truth.

Habits Are More Powerful Than Fears.

Traditional Corporations, Particularly Large-scale Service And Manufacturing Businesses Are Organized For Efficiency. Or Consistency. But Not Joy. Joy Comes From Surprise And Connection And Humanity And Transparency And New...if You Fear Special Requests, If You Staff With Cogs, If You Have To Put It All In A Manual, Then The Chances Of Amazing Someone Are Really Quite Low.

So Sure, Start With A Slogan. But Don't Bother Wasting Any Time On It If You're Merely Going For Catchy. Aim For True Instead.

If You're Not Upsetting Anyone, You're Not Changing The Status Quo.

Reputation Is What People Expect Us To Do Next. It's Their Expectation Of The Quality And Character Of The Next Thing We Produce Or Say Or Do. We Control Our Actions (even When It Feels Like We Don't) And Our Actions Over Time (especially When We Think No One Is Looking) Earn Our Reputation.