It's war that makes generals - Seth Godin

consumers, we’re too busy to pay attention to advertising, but we’re desperate to find good stuff that solves our problems.

as consumers, we’re too busy to pay attention to advertising, but we’re desperate to find good stuff that solves our problems.

The thermostat, on the other hand, manages to change the environment in sync with the outside world. Every organization needs at least one thermostat. These are leaders who can create change in response to the outside world, and do it consistently over time.