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• We are members of a large and particularly noisy family called the great apes
• Sales = transfert of emotions
• The brook's law tells us that adding human resources to an already late software projects only makes it later
• Bromance is probably the closest a straight guy will come to having a gay relationship
• The more things you ask people to focus on, the fewer they’ll remember
• Monkey see, monkey do: the vast majority of us imitate what we see other people doing without thinking about what we are doing
• The salvation of man is through love and in love
• [Somatic markers] We do things instinctively because our past experiences taught us to avoid danger or do things that will please us
• Loving is being vulnerable
• Someone stealing an idea shouldn’t be a big deal to you
• Human life is drawn to its doom
• It is in playing, and perhaps only in playing, the child or adult is free to be creative.
• Children are pre-programmed to form instinctive attachment with their primary caregiver. Deprivation of care for the child can have long-term consequence.
• [Bushnell's Law] Best games are easy to learn, hard - or almost impossible - to master
• We all have a dark side
• For white people, the only representation of humanity that exists, is white
• Successful people are optimist
• Choice is a beautiful thing, but choice can also be tyrannizing
• The true difference between the industrial and knowledge era is that people now have to be responsible for their own lives and manage their own life-work expectations and experiences
• The reason why you have so much to do at the end of the day might be precisely because you did not get enough sleep at night
• Sleep shortage makes you want to eat more
• Praising children’s intelligence harms their motivation and harms their performance
• People don't rise from nothing. We do owe something to where we come from
• [Fundamental attribution error] We over-emphasize personality-based explanations and under-emphasize situational explanations
• Non-American Black, when you make the choice to come to America, you become black
• All failed companies are the same: they failed to escape competition
• In design, never underestimate the details
• Marketing is thinking about how to positively contribute to people's lives
• [Accumulative advantage] Those who are successful have most likely been given special opportunities that lead to further success
• Best moments in our lives are not experienced during our relaxing times
• The Amara's Law tells us that we tend to overestimate the impact of new technology in the short term and underestimate it in the long run
• Every generally held idea, every received notion, will be an idiocy, because it has been able to appeal to a majority
• If your startup can not grow exponentially, then it's not a startup
• Opportunity cost : your ressources are sometimes better employed elsewhere
• Parfois, on doit être capable de prendre une pause dans l'exercice de ses activités, même si ça nous ça nous semble être à contre cœur
• Many problems are invisible, it is by seeing those that one can unlock new opportunities
• Disclosing information about the self is intrinsically rewarding
• One sees only with the heart. What is essential is invisible to the eye
• We'd rather be dumb and antifragile than extremely smart and fragile
• Mimics are fundamentally a way to communicate one another
• [Principle of Least Effort] - The behavior of humans follows the path of least resistance
• [Mushin, 無心の心, or the mind without the mind] - in martial arts or combat sport, you shouldn’t be thinking
• Beauty lies within the woman in you
• The control of consciousness determines the quality of life.
• Be like water
• Art is not about selfishness, it is about opening all human capacities
• Whether animals have the capacity to reason or talk is irrelevant to how we should treat them
• You must love yourself
• Social epidemics are the result of a tiny percentage of people who do the majority of the work
• Do not now seek the answers explain your pain. Someday, they will naturally come to you.
• Don’t fight sickness or unhappiness, for those are the means by which an organism frees itself from what is alien
• Breathing helps you refocus and calm you down
• Innovation does not come from processes
• Humans subconsciously need validation from peers
• Platforms are not the open and egalitarian spaces they claim to be
• Wealth and power are in the hands of those who control the platforms, not the content creators
• Never judge someone you don’t know of being ignorant
• Digital has the potential to create intelligent collectives
• Simplicity can be of an extreme complexity
• A good strategy is not only giving a vision, it acknowledges the challenges ahead
• All things beautiful have an element of strangeness
• The greatest things in life have been achieved by a small number of people
• The quickest one will never overtake the slowest one: Zeno’s paradox of Achille and the tortoise
• Whatever worthwhile thing you want to achieve, it will take time
• Don’t get addicted to the novelty you bring, it will fad
• You should always invest your dollars into product development rather than in marketing
• Failing is learning and exploring
• Get interested in others is the most efficient way to make new friends
• The more a product is differentiated along a dimension consumers care about, the higher price premium it can demand
• What sets apart Apple from the competition is their relentless pursuit of simplicity
• Before quitting, answer those three questions
• Animations in apps show the human behind the code
• Being intolerant to others’ opinions is wrong
• Achieving victory over another person is saying to yourself “I was better than yesterday”
• Aspiring entrepreneurs should build a company, not a product
• Those who master the art of living do not make a difference between their work and their personal lives
• Too many choices brings confusion
• Reality can be greatly different from the initial plan
• We're so stressed out these days, because we believe everything needs to happen right now
• You can harness social influence
• Perhaps, there is an unspoken language understood by other living creatures than man
• Having good manners is make people feel confrotable
• People are beautiful because of what they are
• Whatever happens, do not give up
• What about you fall in love with your future?
• Sometimes, the best way to tell your love is to say nothing
• The idea you want to get across must allow people to sublimate themselves by relaying it
• You need to create social currency so that people talk about your product
• There is only two options when you create something: do something exceptional or quit
• The first solutions you come up with are often too complex
• Do not attempt to stop pain
• You got to be into something greater than yourself
• When you create a complete system, it becomes difficult for your competitors to copy you
• To do great things, we should project big, positive mental images
• We all want to feel important
• You can always do more than you think
• We shall always seek agreement to take better decisions
• To overcome failure, it is necessary (a) to recognize the pain and, (b) recognize it is an inevitable consequence of doing something new, a process which will result in subsequent success
• International sporting events have an influence on our appreciation of well-being
• Happiness is a form of action
• At least 7 hours of sleep is the single most effective thing we can do to maintain a good mental and physical health
• 1000 true fans is all you need to be a successful creator
• Facial expressions of emotion are universal, not learned differently in each culture
• Early birds less likely to develop depression
• Ultimate happiness does not exist anyway
• Great ideas have a strong core expressed in a just few words
• People who have bad memories usually are bright minds
• Facing an intimidating situation, come as one, but stand as ten thousand
• Choosing a goal in your life fosters intellectual discipline
• The two necessary dimensions for achieving: motivation and volition
• The best logos
• Use analogies when pitching
• It is extremely hard to come up with something simple
• Entrepreneurs are the heroes of our times
• The “I don’t give a sh*t” attitude can actually be a signal of success and higher position in the social hierarchy
• [Double Jeopardy law] Lower market-share brands suffer from both low purchases, and low loyalty
• No matter what your product is, you are ultimately in the education business.
• You can really make a difference in this world
• When you start, first know how you'd want to finish
• Innovation can take decades to come to the market
• True Leaders protect us from danger
• All human behavior can be explained by reference to the two primary motives of pleasure and pain
• Being a carnivore is stealing from Nature
• A wellspring of spontaneity is one of the most wonderful gift: the expression of your own self
• Want to deliver a great speech, go WIIFY
• If you want people to care about their idea, make them feel something
• [Dunning—Kruger effect] incompetent people fail to recognize their own lack of skill,
• A lot of our desisions are made emotionnaly
• Business dinners are the timeless business lubricator
• Unlike continuous innovation, disruptive innovations causes changes in behavior
• Ideas are the real currency for succes
• Disruptive companies are bold by nature
• Some people - the bozos, will hire people incompetent people on purpose
• Technology makes working things look like magic
• Everything in this world is a matter of perspective
• Wearing the right things make you feel good
• Our human nature tells us to help others
• Sometimes, you need to have the strength to ignore other people's inputs
• Big brands carry a sense of greatness
• Why is the question
• Focus is saying no
• Happiness dull senses
• Modern society forces us to reconfigure who we are upon the people in front of us
• To be misunderstood is the sign of an exceptional being
• Everyone likes to be called by their name
• Never put off till tomorrow what you can do today
• Your Business survival can be estimated in 8 questions
• Marketing is beyond promotion
• Venturesome schemes are, like good steel, forged in fire and then hardened in ice
• When a leader protects you, you will be loyal to him
• When someone is a clueless about a topic, use analogies
• To create interest, point out a knowledge gap
• Technology adoption happens in 4 stages
• When you’ve you built something, get it out there
• If everybody is thinking the same thing, then everybody is locked in the same dogma
• Reality is boring
• EQ is a form of social and sensitive intelligence, whereas IQ is an individual and analytical intelligence.
• When someone is angry, it means that he or she is suffering
• Under the difficulty and certain emotionality of decision we need to make, paralyzed, we just go for the default option offered
• Success is only the result of hard- work, perseverance and common-sense
• As far as you can, avoid getting outside money for your startup
• When a brand name conveys emotions, it sells better
• Minimum Viable Products are an illusion. Careful planning and the relentless pursuit of perfection is what drives success
• Some brands are to strong their they create in consumers’ brains activity patterns similar to those of religious icons
• Advertisers take advantage of our fears and insecurities to sell us products and services we probably don’t need
• Design is unfolding a story
• Large organizations struggle to innovate because companies with hierarchical management structures are risk-averse
• When you leave without precise goal, you never feel lost
• Businesses exist because they propose something different
• Getting people to think you are big will help you becoming big
• The best way to get your users to stick with your product is to play with their emotions
• There is a small relationship between money and happiness, how you spend your time is actually what matters
• Growth hacking is not some action the marketing department implements, it is a company-wide endeavor
• The last effort to any task requires the most work
• People have a tendency to resist unfairness as soon a profit-maximizing agent or a firm is seeking to overly exploit some profit opportunities.
• Business plan are essential tools for entrepreneurs: they crystallize your thoughts
• Founders are not necessarily the right people to scale a startup into a larger organization
• Defining a strategy is about picking the most effective course of action among all the possibilities which you can chose from
• We have no answer yet as of whether the digital revolution will transform humans for good or bad
• The main job of an entrepreneur is not to sell your product, but to hire salespeople
• You have to break down your marketing problems to figure out which areas you need to improve to increase conversions
• If you want your business to be interesting to any outside investor or buyer, you should have a sales engine so that to be able to make reasonably accurate sales projections
• In companies, young people are smarter. They are in tune with their time, while old timers can’t see the future, thus unable to adapt to change
• Conversation generosity is a concept in which you let other people do the talk. The most successful people are often conversation-generous individuals
• When you are working on something, you have to share it early with others
• People are looking for products that are easy to use
• A strategy is a coordinated and integrated action plan thoroughly studied, not a growth objective
• Good management is about letting fear go, entrusting individuals and accepting failure when they occur
• True love is only find once
• A Cirque du Soleil Blue Ocean Strategy
• Most entrepreneur do not get their first project to be a success
• Customers want product that are relevant to us, that make our life better
• The single most important duty of a CEO is recruiting
• A great manager admits his own shortcomings, is not afraid to acknowledge he has a limited knowledge on a particular topic, and is ready to remodel his thinking at any time
• Creativity thrives when people dive in, start working and learn along the way
• The only thing that really matters in the online business is traffic
• The less you care about things, the happier you will be
• Mediocre people will screw up a good idea. Talented people will turn something mediocre in something better
• Sensational and vicious readings have always attracted readers
• When you are crafting a company strategy, you need to identify what are the obstacles you need to overcome
• Sometimes, we shall part ways with those with whom we can’t live by the truth
• One’s rank in hierarchy is irrelevant to his/her capacity to be creative
• Change initiatives fail first because of lack of clearly defined milestones and objectives
• The people or compagnies we call “disruptors” are the one who change the game. They pick-up fights they can’t win to change the status quo
• When deciding on brand identify, it is preferable to leave trends aside
• [Proxemics] Each individual perceives the space around him through 4 distinct spheres, called intimate, personal, social, public spheres; and whose dimensions vary according to cultures
• Industries are composed of two types of markets: highly competitive ones – the red oceans, and untapped market places – the blue oceans
• To create new markets or new product categories, you should look into product substitutes and alternatives solutions within your industry
• Blue ocean strategy is about breaking away from the competition by creating uncontested market spaces
• Silent language is responsible for raising barriers between individuals of different nationalities and causes what is known as “cultural shock”
• When you have a project, pour in the necessary resources
• Success is a point of view, entrepreneurial success often comes at the expense of happiness and personal life
• Any final choice you make will be at the expense of the profits/benefits that could have been generated by the excluded project
• The fog model tells us motivation to perform and action, the ability to do it and a cue are the three elements that must converge for a target behavior to occur
• Branding enables companies to charge a premium for their products
• Great hackers really love to program
• Future gets better because someone, somewhere has an idea and is ready materialize it
• Starting a startup is less sexy than it appears, it is an incredible painful endeavor
• Start-up are not small versions of big companies
• In everything that he does, a founder has one objective, recruit the best people to join him
• As a startup, having the genetic code to succeed means a visceral determination to change the world
• New ideas often seem foolish at first, before the eventually become commonplace
• Introverts have hidden talents people disregard in modern society
• Good brand names need to be suggestive
• Before you jump into marketing your product or services, you shall refine and improve your service until your users are hooked
• Virality means that someone is spending its social capital to promote for free your offering
• The two basics functions of any business are marketing and innovation
• Tech founders are rarely the right people to grow companies
• It is really the fear of failure which keeps startups alive
• When we buy something, we remember how its quality much longer than we remember how much it has cost
• The most interesting products are the ones that establish a new category, and this is what media outlets want to talk about
• A startup goes through three phases of growing: discover product-market fit, identify growth levers, and fueling the highest conversion growth levers
• Where you come from has nothing to do with your future trajectory
• Three Laws of Clarke
• Kapferer Brand identity Prism : strong brands weave their brands components into a comprehensive and appealing whole
• Account-based marketing is a B2B strategy in which the company considers a customer as if it were a market itself
• Euro - the common currency - act as a formidable cement for european economies
• Eight attitudes and behaviors that define the millennial generation
• Happiness is learning to chose
• Having a good heart and not misleading people will get you far
• You ought to consider how much you can give for a dollar; not how much you can keep for yourself
• It is incredibly hard to predict distant future
• Insanely great product have spirit
• The higher the position of the person in the company hierarchy, the further his work horizon gets.
• Labour is creating wealth
• Creation is an iterative process in which we make discoveries as we progress
• The opportunity always lies in the place where people complain
• People who are powerful but uncharismatic will tend to be disliked
• Brand capital is about what one is feeling about your brand
• Truths are first rejected before being commonly accepted
• Correct spelling is showing respect to your interlocutor
• Le temps c'est de l'argent
• In order to succeed in business, you have to spot opportunities at the right time
• The most beautiful and profound statement ever made about the environment
• You should study and learn from your enemies
• Alliances create better companies
• Headlines
• The best corporate cultures are polarized
• Chapter 1 : Laying plans
• Chapter 2 : Waging war
• Chapter 3 : Attack by Stratagem
• Chapter 4 : Tactical dispositions
• Chapter 5 : Energy
• Chapter 6 : Weak points and Strong
• Chapter 7 : Maneuvering
• Chapter 8 : Varation in tactics
• Chapter 9 : The army on the march
• Capter 10: Terrain
• Chapter 11 : The nine situtations
• Chapter 12 : The attack by the Fire
• Chapter 13 : The use of spies
• Good preparation is the real component of the best pitches
• Change is the real measure of innovation
• Obvious technologies are unseen
• Strategizing is a form of procrastination
• Start with the customer experience and work backwards to the technology
• Every successful business creates a new kind of customer
• True brands emerge from your daily actions, not from an advertising adgency
• Disregard competition is one of the most common reasons for failure
• End goal of growth hacking
• The only thing that keeps you going in a startup is the bond with your co-founders
• Talents attracts talents

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