If The Game Is Designed

The Market And The Consumer And Idea Trump The System.

If You Demand That Everything That Happens Be Something You Are Adequately Prepared For, I Wonder If You’ve Chosen Never To Leap In Ways That We Need You To Leap. Once We Embrace This Chasm, Then For The Things For Which We Can Never Be Prepared, We Are Of Course, Always Prepared.

You Can Win With Consistent Benefits, Delivered Over Time. You Win By Incrementally Earning Share, Attention And Trust.

A Brand Is The Set Of Expectations, Memories, Stores And Relationships That, Taken Together, Account For A Consumer's Decision To Choose One Product Or Service Over Another.

Nobody Says, 'yeah, I'd Like To Set Myself Up For Some Serious Criticism!' And Yet, The Only Way To Be Remarkable Is To Do Just That.