The Tolstoy Rule

All marketing failures are alike; every marketing success is a success in its own way.

Stop looking for case studies and templates and rules.

The quantum nature of remarkability is simple: stuff succeeds today because it’s worth talking about. Things are generally worth talking about because they’re new and interesting–and once something is talked about, it is neither new nor interesting any longer.

All marketing failures are boring. Most are self-centered.

Marketing successes, on the other hand, are remarkable in their own way.