If You Don't Require The

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.

How Often Do Our Heroes Stand Still? It's Hard To Imagine Spock And Kirk Landing On A Planet And Just Relaxing For A Month Or Two. Just Hanging Out Has Nothing To Do With Boldly Going Where No One Has Gone Before. What Makes Us Different From Every Other Creature Is That We Go Places, Places We've Not Gone Before. We Do It Willingly, And Often. What Makes Our Work And Our Life Interesting Is Discovery, Surprise, And The Risk Of Exploration.

Don't Try To Be The 'next'. Instead, Try To Be The Other, The Changer, The New.

The Market And The Consumer And Idea Trump The System.

Loving What You Do Is Almost As Important As Doing What You Love, Especially If You Need To Make A Living At It.