Marketing by interrupting people isn't cost-effective anymore. You can't afford to seek out people and send them unwanted marketing messages, in large groups, and hope that some will send you money.

Instead, the future belongs to the marketers who establish a foundation and process where interested people can market to each other. Ignite consumer networks and then get out of the way and let them talk.

Traditional sales and marketing involves increasing market shares, which means selling as much of your product as you can to as many customers as possible. One-to-one marketing involves driving for a share of customer, which means ensuring that each individual customer who buys your product buys more product, buys only your brand, and is happy using your product instead of another to solve his problem. The true, current value of any one customer is a function of the customer's future purchases, across all the product lines, brands, and services offered by you.

Marketing is merely a civilized form of warfare in which most battles are won with words, ideas, and disciplined thinking.

The ultimate compliment a customer can make to an organization about one of its marketing people is: "I'm not sure whether your sales rep works for me or for you."

The Tipping Point is the biography  of an idea, and the idea is very simple. It is that the best way to understand the emergence of fashion trends, the ebb and flow of crime waves, or, for that matter, the transformation of unknown books into bestsellers, or the rise of teenage smoking, or the phenomena of word of mouth, or any number of the other mysterious changes that mark everyday life is to think of them as epidemics. Ideas and products and messages and behaviors spread just like viruses do.

The most distinctive mark of a cultured mind is the ability to take another's point of view; to put one's self in another's place, and see life and its problems from a point of view different from one's own. To be willing to test a new idea; to be able to live on the edge of difference in all matters intellectually; to examine without heat the burning question of the day; to have imaginative sympathy, openness and flexibility of mind, steadiness and poise of feeling, cool calmness of judgment, is to have culture.

I have very large ideas of the mineral wealth of our Nation. I believe it practically inexhaustible. It abounds all over the western country, from the Rocky Mountains to the Pacific, and its development has scarcely commenced. . . . Immigration, which even the war has not stopped, will land upon our shores hundred of thousands more per year from overcrowded Europe. I intend to point them to the gold and silver that waits for them in the West. Toll the miners from me, that I shall promote their interests to the utmost of my ability; because their prosperity is the prosperity of the Nation, and we shall prove in a very few years that we are indeed the treasury of the world. Message for the miners of the West, delivered verbally to Speaker of the House Schuyler Colfax, who was about to depart on a trip to the West, in the afternoon of April 14, 1865, before Lincoln left for Ford's Theatre. Colfax delivered the message to a large crowd of citizens in Denver, Colorado, May 27, 1865. -Edward Winslow Martin, The Life and Public Services of Schuyler Colfax, pp. 187-88 (1868).

It is better then, to save the work while it is begun. You have done the labor; maintain it - keep it. If men choose to serve you, go with them; but as you have made up your organization upon principle, stand by it; for as surely as God reigns over you, and has inspired your mind, and given you a sense of propriety, and continues to give you hope, so surely will you still cling to these ideas, and you will at last come back after your wanderings, merely to do your work over again.

Great ideas need landing gears as well as wings.

There are important cases in which the difference between half a heart and a whole heart makes just the difference between signal defeat and a splendid victory.