Beat

Day by day, moment by moment, the beat continues.

Even when you’re not watching, it moves on.

No need to stress, but no need to waste either.

Promise

Marketing is not selling. Marketing is helping.

Make good on your promise.

Access Barriers

Which barrier do your customers face: no need, no money, no hurry, no desire, or no trust?

Identify the problem to solve it.

Legend

In the present, we get to create a way for the future.

Leave a legacy worth remembering.

Better Promises

We focus so much on keeping promises that we forget to create better ones.

Create promises that are more generous, urgent, and personal.

Your brand is a promise, and your work is delivering on it.

Case Studies

The future you’re creating has never come before.

But similar feats have been accomplished many times.

Learn from these case studies and take the leap.

Clean Bathrooms

Disney World’s bathrooms are clean. It’s not a profit center.

They keep them clean because if they didn’t, you wouldn’t come back.

This is also the case with market access.

Rather than asking ‘how will this pay off,’ care to break barriers. The revenue will take care of itself.

Make Magic

First, build your story.

Then give a disproportionate amount of attention to the tiny details.

Ask Disney World.

How Can This Be Done?

Do not abandon it because it doesn’t come easy to you.

People who understand science, make good decisions, or are capable of emotional labor were not born that way.

We are all capable of huge leaps of insight and empathy. If we’re willing to go to work to learn how.

Speed Up

Stay together to go far.

When leading the team, however, do not slow down for the people in the back. They’ll just slow down more.

Speed up if you need to. They’ll catch up.