3. Excellence is a form of deviance
DO things your
peers are not
willing to do
4. Brand
The set of expectations, memories, stories
and relationships that, taken together,
account for a consumer’s decision to
choose one product or service over
another. If the consumer doesn’t pay a
premium, make a selection or spread
the word, then no brand value exists
for that consumer
(Seth Godin)
26. Blogging
• Godin and Peters on blogging
• Micro publishing platform
• Force yourself to become part
of the conversation
• Best damn marketing tool
• Free
