• 1. They are written down. 2. They are both realistic and out of reach. 3. They reflect both a short term and long term perspective. 4. They are based upon important values.
• Purpose, Values, Goals, habits, Reflection
• science suggests that it takes around 2 months, or 66 days for habits to become solidified.
• What are the values that will guide your life? Franklin had 13 virtues. Aristotle had 12.

https://medium.com/the-mission/why-a-personal-development-plan-will-make-you-a-better-person-5a363a9a5eed

• The value of brand is hard to explain to people who think in terms of spreadsheets and finance. The idea was to explain the value of a brand using terminology and language that people who sit on finance teams or are investors could understand.
• As a discipline, agencies and marketers haven’t always done the best job pointing out how what they do tangibly impacts the bottom line. It was an opportunity to create a shared language, a shared reference point.
• The barrier that they faced was not something we could solve at the product level. It was an emotional challenge. We needed to help normalize behavior that people weren’t comfortable with.
• five key brand attributes: instantly recognizable visually. a universal value proposition. play a role in culture. tap into higher-order values that transcend the product—and actually stand for something. emotional connection.
• How does an investment into being an iconic brand translate into money?
  (1) Brands are a financial asset on the balance sheet; (2) Consumer value: Brand drives consumer decision-making. (3) Growth… empowers and enables the product evolves. (4) The fourth value is cultural value.
• In an environment where people can copy what we have, what prevents people from choosing those other companies over us?
• It’s a long journey to get people on board to the value of brand.
• Most brands, if you really want to scale, there’s a time when you need to cross over—in the case of Airbnb—from urban, metropolitan hipsters, people who think it’s cool to try this brand, to more lucrative audiences like young families or boomers who don’t think it’s cool to try this brand, it’s actually potentially risky.
• Live There campaign – That was the first example of product and marketing, two sides of the business, working together against a shared idea.
• All product companies are skeptical of marketing.
• Those of us in the advertising and marketing industry haven’t done enough to join up the two worlds. Quite a metrics that don’t really matter.
• https://www.fastcompany.com/40465819/hurricane-irma-relief-14-ways-to-help-storm-victims-from-volunteer-florida-to-airbnb