Sometimes, we're so focused on being consistent that we also lower the bar on amazing. - Seth Godin

Permission Marketing is just like dating. It turns strangers into friends and friends into lifetime customers. Many of the rules of dating apply, and so do many of the benefits.

Scarcity, as we’ve seen, is the secret to value. If there wasn’t a Dip, there’d be no scarcity.

So great leaders don't try to please everyone. Great leaders don't water down their message in order to make the tribe a bit bigger. Instead, they realize that a motivated, connected tribe in the midst of a movement is far more powerful than a larger group could ever be.