Every week, my favourite bookstore restocks the shelves at the front of the store with new releases. And every time I go there, I think the same thing. What are the chances of any book—no matter how good, being found here?

The truth is, the books that sell are the ones that people come into the store knowing they are going to buy. The book that’s been recommended. The thing they’ve already heard about.

Breakthrough ideas and bestselling products are rarely stumbled upon.
They are recommended—passed from person-to-person.

Our job isn’t to be found. It’s to make something worth talking about.

We do that by understanding who we do our best work for and why—then creating something those people love.

Image by Germán Poo-Caamaño