Everyone is a lot of people. Everyone is too diverse, too enormous, and too indifferent for you to have a chance at changing. So, you need to change someone. Or perhaps a group of someones.

in the twenty-first century, the most disruptive, profitable, and valuable path to advantage isn’t differentiating stuff, but making a difference to people, communities, and society.

when a company clearly communicates their WHY, what they believe, and we believe what they believe, then we will sometimes go to extraordinary lengths to include those products or brands in our lives. This is not because they are better, but because they become markers or symbols of the values and beliefs we hold dear. Those products and brands mak

Companies try to sell us WHAT they do, but we buy WHY they do it. This is what I mean when I say they communicate from the outside in; they lead with WHAT and HOW.