Creating tension in your marketing is essential; it compels customers to act by making them feel they will miss out if they don't engage with your offering.

Tension is at the heart of every great strategy. It creates a sense of urgency and possibility, pushing people to engage with your product and its promises.

Creative work often requires creating conditions for empathy and tension, which can lead to people saying yes to our ideas.

To succeed in a startup, you must create something that customers want to buy, which often involves creating tension that drives them to act.

The desire for meaning is a powerful motivator; we invite customers to participate in something greater than themselves, which can be a movement or a cause to champion.

To create impactful change, you must understand the subtle motivations of all key parties involved in the ecosystem.

When you're pursuing disruptive innovation, you often face significant resistance, which can be mitigated by building trust with those affected by the change.

Change happens when the pain of staying the same becomes greater than the pain of making a change. However, many people endure pain repeatedly without changing, and true change often occurs when they find hope that things can improve.

To effectively change behavior, you need to align motivation, ability, and a trigger, all occurring simultaneously; this principle is essential for understanding market needs. Many startups struggle to retain users because they fail to remind them of their problems and the need for a solution, often not sending enough notifications or reminders to engage users effectively.