On the face of it, the bus driver is paid by the hour to get passengers safely from point A to point B. But most of the value he creates for the bus company, not to mention the city, has nothing to do with his driving ability. It’s in the empathetic work of reassuring passengers…

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Successful brands craft and tell stories for their ideal customers—the people who are ready to hear and believe them.The more subjective we can be in our sales and marketing, the better.

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Communication is not just an exchange of information, it’s also an exchange of intention. We’re never just speaking or writing the words to be heard, we’re always trying to make ourselves understood.

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