You should never assume that people will admire your company without a public relations strategy - Peter Thiel

In the world of business, at least, Shakespeare proves the superior guide. Inside a firm, people become obsessed with their competitors for career advancement. Then the firms themselves become obsessed with their competitors in the marketplace. Amid all the human drama, people lose sight of what matters and focus on their rivals instead.

Whether through geographic exploration or laboratory research, the best minds of the Renaissance thought of death as something to defeat.

Beginning with brand rather than substance is dangerous.