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

Lean brands are the result of continually testing assumptions.

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

Brands play in an exciting sandbox of symbolic meanings.

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

In today’s saturated marketplace, you’ll go nowhere selling a “bunch of features.” We are in the business of disrupting the market with brands that matter.

Everything and everyone represents at least one brand. Therefore, to brand or not to brand is not even a question.

It’s been you all along, and it’ll be you all the way. Learn to play up your strengths, embrace your flaws, and pursue your passions. Be gentle when your mind, body, or soul are tired. Value your time and surround yourself with those who do too. Above all, give your dreams the same respect you grant to others’. This is the starting point of all great brand builders: self-empathy.