It’s time for companies to stop asking their employees to breathlessly chase ever-higher, ever-more-artificial targets set by ego. - Jason Fried

The technology is here; it’s never been easier to communicate and collaborate with people anywhere, any time. But that still leaves a fundamental people problem. The missing upgrade is for the human mind.

People have no problem with change they asked for. What people don’t like is forced change — change they didn’t request on a timeline they didn’t choose. Your “new and improved” can easily become their “what the fuck?” when it is dumped on them as a surprise.

Teach and you'll form a bond you just don't get from traditional marketing tactics. Buying people's attention with a magazine or online banner ad is one thing. Earning their loyalty by teaching them forms a whole different connection. They'll trust you more. They'll respect you more. Even if they don't use your product, they can still be your fans.