“So What grows? What do marketers sell that scales?
I’ll tell you what: Belief. Belonging. Mattering. Making a difference. Tribes. We have an unlimited need for this.
Another friend of mine, the film director David Mackenzie once quipped, ‘A film is only as good as the reasons for making it.’
What is true for Hollywood is also true for products and businesses. It’s not what you make, it’s what you believe in. That is what people respond to. That is where your enterprise lives or dies.
So. Go believe in something. It really works. Trust me.”
– Hugh McLeod, Evil Plans, page 15