Human behavior doesn't run on objective reality. It's driven by meaning and context.

Google, Starbucks, Uber, they're really the product of a psychological discovery, not a technological one.

Uber doesn't necessarily reduce your weight time for a cab.

What it does is it reduces the

psychological pain of weighting because you can see there's a car on the way.

That's what changes the game. You can make something worth ten times as much money

simply by tweaking with the brain not the thing itself.

Well, it's magic.

I think that the whole advertising industry has totally lost the plot and that it has become obsessed with that part of advertising which is a media and targeting optimization process.

If we assume only that our job is to be the best at something and if we define ourselves

by our competitors we'll be even worse because we're trying to be better at something

that a lot of people are already good at.

What's the point of doing that?

Don't be second in a category.

Invent a new category where you're first?

Exactly.

Innovation tends to happen around the edges.

The people who are successfully innovative are often quite

happy to go against the grain. Become comfortable with ambiguity. The more ways in

which you can look at something the richer you are.