The problem with brand exceptionalism is that once you believe it, it's almost impossible to innovate. Innovation involves failure, which an exceptional brand shouldn't do, and the only reason to endure failure is to get ahead, which you don't need to do. Because you're exceptional.

Economics tells us that the right thing to do is run the factory until the last item produced is being sold at marginal cost. In other words, keep adding until it doesn't work any more.

In REWORK, we talk about how you need to be willing to let your customers outgrow you. There are more people who are not using your product than people who are; You need to make sure you make it easy for these people to get on board. That’s where your continued growth potential lies.

Keep telling your story.

Not super helpful, but maybe a last ditch resource. Basically a huge list of various glossaries.