There was no formula for being commissioned by Starbucks to design the Red Christmas Cup,
so Johanna Basford created one.

There was no step-by-step guide to building a brand around ‘delivering wow through service’ before Zappos did it.

And yet that’s what we want. The how to, the instructions, the rules we can follow.

The businesses that stand out, the entrepreneurs who succeed wildly don’t go looking for the manual, they rewrite it.

Working with a formula that everyone else can follow might allay your fears, but it won’t give you an advantage.

The thing that’s scarce is what people are looking for and you won’t find that in the manual.

Image by liquidnight.