“Your brand is formed primarily, not by what your company says about itself, but what the company does.”

There’ll always be serendipity involved in discovery.

Cleverness is a gift, kindness is a choice.

Focusing on the customer makes a company more resilient.

It’s harder to be kind than clever.

What we need to do is always lean into the future; when the world changes around you and when it changes against you – what used to be a tail wind is now a head wind – you have to lean into that and figure out what to do because complaining isn’t a strategy.

The human brain is an incredible pattern-matching machine.

I’d rather interview 50 people and not hire anyone than hire the wrong person.

If you’re truly obsessed over customers, it’ll cover a lot of errors.

Our point of view is we will sell more if we help people make purchasing decisions.

Though we are optimistic, we must remain vigilant and maintain a sense of urgency.

If you build a great product or service, people will talk about it. But it starts with having something that’s worth talking about.

If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.

There are two kinds of companies, those that work to try to charge more and those that work to charge less. We will be the second.

Determine what your customers need, and work backwards.

Cultures aren’t so much planned as they evolve from that early set of people.

Position yourself with something that captures your curiosity, something that you’re missionary about.

Your business, and your brand must first let people know what you care about and that you care about them.

Brand is just a perception, and perception will match reality over time. Sometimes it will be ahead, other times it will be behind. But brand is simply a collective impression some have about a product.

Don’t wait till you are big before you begin building your brand. Build a brand from scratch alongside your business.

Your brand name is only as good as your reputation.

Figure out how to build a brand and stick by it so people know what to expect.

I don’t care. I’m just gonna smoke. I’m just gonna totally smoke. I’ll finish these, go to the store and get a brand new pack, smoke the shit out of that one.

A brand is simply trust.

Your brand is what other people say about you when you’re not in the room.