Mass Marketing Means Appealing To

The Job Isn't To Catch Up To The Status Quo; The Job Is To Invent The Status Quo.

The Tiny Cost Of Failure...is Dwarfed By The Huge Cost Of Not Trying.

Go For The Edges. Challenge Yourself And Your Team To Describe What Those Edges Are, And Then Test Which Edge Is Most Likely To Deliver The Marketing Results You Seek.

Forgive Yourself For Not Being The Richest, The Thinnest, The Tallest, The One With The Best Hair. Forgive Yourself For Not Being The Most Successful, The Cutest Or The One With The Fastest Time. Forgive Yourself For Not Winning Every Round. Forgive Yourself For Being Afraid. But Don’t Let Yourself Off The Hook, Never Forgive Yourself, For Not Caring Or Not Trying.

Marketing Management Is Now Tribal Leadership.