Very often the biggest challenge for a communicator is not in providing a meritorious case but in convincing recipients to devote their limited time and energy to considering its merits.

Dr Robert Cialdini

The key to investing is not assessing how much an industry is going to affect society, or how much it will grow, but rather determining the competitive advantage of any given company and, above all, the durability of that advantage.

Warren Buffet

There’s only one not-so-secret formula that I know: do good work and share it with people.

Austin Kleon, writer and artist

A goal without a plan is just a wish

Les Binet & Sarah Carter, authors – How Not To Plan

If you believe that facts persuade (as I do), you’d better learn how to write a list so that it doesn’t read like a list

David Abbott, advertising legend

Attention is zero-sum. Everyone only has 24 hours in a day — so bigger winners means bigger or more losers.

Andre Redelinghuys, Founder – Attention Labs

Marketing is a battle of perceptions, not products.

Al Ries & Jack Trout, renowned marketing strategists

Advertising is just telling lots of people about the stuff you make and why it’s worth buying.

Dave Dye, advertising legend

Social proof is the idea that if you make a behaviour feel commonplace, it becomes more common still

Richard Shotton, author – The Choice Factory