Products shouldn’t just work well, they must unfold well.

So, you don’t have money to invest in your brand? You do have money for damage control, right?Here’s the thing: anyone can make your brand inferior in your absence.

Research conquers doubt. It aligns everyone around the incontestable. Research is the key to clarity—in startups, enterprises, and life itself.

Brands play in an exciting sandbox of symbolic meanings.

People change, and so do their aspirations, and so should brands.

Make sure you test your brand story’s recipe with whomever you’re cooking it for.

Lean brands are the result of continually testing assumptions.

Do everything in your power to make customers go confidently in the direction of their purchase intention.

Brand and product don’t compete. Brand is product, and everything else conforming to the unique story that consumers create when they think of you.

People relate to people, and if your brand feels like people, they’ll relate to you, too.

Positioning is finding the right parking space inside the consumer’s mind and going for it before someone else takes it.

The reward of a general is not a bigger tent - but command.

The high prize of life the crowning fortune of a man is to be born with a bias to some pursuit which finds him in employment and happiness.

Out of the darkness comes light like a flash You think you can, you think you can Sometimes that is the problem Dream little darling dream

I wanted to have very strong female characters. I just thought it was always the way the world should be.

A squalid phantasmagoria of breath

That summer when she was eighteen, it seemed anything could happen, anything at all.

There are wars and poverty and so on - it's based on fear. You can cure that with your being by not being afraid.

There's going to be a time when MS-13 fires an RPG into an Alexandria [Va.] police car, and [Americans] are going to say, 'What the hell happened?'

You can't start at the top.

Don’t become a wandering generality. Be a meaningful specific.