People do not buy goods and services. They buy relations, stories and magic.

It's not enough to be aware of the domain you're working in, you need to understand it. Noticing things and being curious about how they work is the single most common trait I see in creative people. Once you can break the components down, you can put them back together into something brand new.

Marketing by interrupting people isn’t cost-effective anymore. You can’t afford to seek out people and send them unwanted marketing messages, in large groups, and hope that some will send you money. Instead, the future belongs to marketers who establish a foundation and process where interested people can market to each other. Ignite consumer networks and then get out of the way and let them talk.

The easiest thing is to react. The second easiest thing is to respond. But the hardest thing is to initiate. – When people ask you to tell them what to do, resist.

Marketing that works is marketing that people choose to notice.