People don't believe what you tell them. They rarely believe what you show them. They often believe what their friends tell them. They always believe what they tell themselves.

We seek out experiences and products that deliver more value, more connection, and more experience, and change us for the better.

How can I create something that critics will criticize?

We don't need more noise, more variety, or more pitches. There's noise all around us, but it's often the idle chatter of people hiding in plain sight, or the selfish hustle of one more person who wants something from you. Our world is long on noise and short on meaningful connections and positive leadership.

When you're the best in the world, you share the benefits (the income, the attention, the privileges, the respect) with just a handful of people or organizations or brands.

Each of us can show up in our own way, but the choice is the same: to lead, to create work that matters, and to find the magic that happens when we are lucky enough to cocreate with people who care.

It's not enough to find a niche that shares a worldview. That niche has to be ready and able to influence a large group of their friends.

As we saw earlier, it takes only two things to turn a group of people into a tribe: • A shared interest • A way to communicate

The communication can be one of four kinds: • Leader to tribe • Tribe to leader • Tribe member to tribe member • Tribe member to outsider

Through your actions as a leader, you attract a tribe that wants to follow you. That tribe has a worldview that matches the message you're sending.

orr we find a typo in a book.

I'm not in charge of you, and I'm not manipulating you. I'm simply establishing the conditions for you to get to where you said you wanted to go. You tell me where you're going and what you need. You make promises about your commitment and skills development. I'll show up to illuminate, question, answer, spar with, and challenge you. I'll work tirelessly to make sure you're part of a team of people who are ready to care as much as you do.