This is not a book for the wild-haired crazies your company keeps in a corner. It is a book for you, your boss, and your employees, because the best … - Seth Godin

When Pat Holt strings together a list of words not to overuse — “Actually, totally, absolutely, completely, continually, constantly, continuously, literally, really, unfortunately, ironically, incredibly, hopefully, finally” — she’s not being a stickler for formality and grammar. Instead she’s reminding us that words matter, that poor word use is just a red flag for someone who wants to ignore you.

You are not your work. Your work is a series of choices made with generous intent to cause something to happen. We can always learn to make better choices.

The hard work and big money you used to spend on frequent purchases of print and TV advertising now move to repeated engineering expenses and product failures. If anything, marketing is more time-consuming and expensive than it used to be. You’re just spending the money earlier in the process (and repeating the process more often). This is worth highlighting: The Purple Cow is not a cheap shortcut. It is, however, your best (perhaps only) strategy for growth.