If You Think Cat Food Is For

We Live In A Vague World. And It Gets Vaguer All The Time. In This Environment, The Power Of The Specific, Measurable And Useful Promise Made And Kept Is Difficult To Overstate.

The Brand Of The Future...is Patient, Consistent, Connected, And Trusted. The New Brand Is Based On The Truth That Only Comes From Experiencing The Product, Not Just Yelling About It. Word Of Mouth Is More Important (by A Factor Of 20) Than Tv Advertising, And The Remarkability Word Of Mouth Demands Comes From What We Experience, Not From Spin Or Taglines Or A Campaign Slogan.

All Good Ideas Are Terrible... Until People Realize They Are Obvious. If You're Not Willing To Live Through The Terrible Stage, You'll Never Get To The Obvious Part.

If We Can Fall In Love With Serving People, Creating Value, Solving Problems, Building Valuable Connections And Doing Work That Matters, It Makes It Far More Likely We're Going To Do Important Work

So Much Easier To Aim For The Smallest Possible Audience, Not The Largest, To Build Long-term Value Among A Trusted, Delighted Tribe, To Create Work That Matters And Stands The Test Of Time.