Make it simple but deep
The best stories are structurally simple but emotionally complex.
Don't be afraid to tell simple stories as long as you charge them with emotional depth.
Be a leader, not a dictator
Don’t demand compliance.
Compliance forces your team to work because they HAVE to.
Commitment makes your team work harder because they WANT to.
No business can be everything to everyone.
• who is my target audience?
• which markets will I target?
• which marketing channels will I use?
Be prepared to make hard choices to define your path, cutting off potential opportunities.