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" If you tell your story well, it can help attract customers; it can help people understand your business better, and you are more approachable as a business and a company. "

Jason Fried

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" Respect the work that you've never done before. "

" Meetings should be like salt - a spice sprinkled carefully to enhance a dish, not poured recklessly over every forkful. Too much salt destroys a dish. Too many meetings destroy morale and motivation. "

" I'm a designer, but I rely on programmers to bring my ideas to life. By learning to code myself, I think I can make things easier for all of us. Similarly, I want to be able to build things on my own without having to bother a programmer. "

" Whenever you need something from someone else before you can move forward, it's a dependency. We believe dependencies slow people down. We want people to be more independent, because that will keep them moving forward. "

" If you could taste words, most corporate websites, brochures, and sales materials would remind you of stale, soggy rice cakes: nearly calorie free, devoid of nutrition, and completely unsatisfying. "

" The risk of relying on a handful of customers is not just financial. Your product also is at risk when you're at the mercy of a few big spenders. When any one customer pays you significantly more than the others, your product inevitably ends up catering mostly to that customer's specific needs. "

" A fixed deadline and a flexible scope are the crucial combination. "

" I've found that nurturing untapped potential is far more exhilarating than finding someone who has already peaked. "

" In almost every case, cutting things back is a way of favoring what is left. "

" A lot of people relate leadership to formalities. They believe that leadership is about being professional and strong and always right and being a booming voice. I just don't buy that. I think that leadership is a soft skill; it's a people skill. "

" Hiring people is like making friends. Pick good ones, and they'll enrich your life. Make bad choices, and they'll bring you down. "

" A large user base helps shield us from things we can't control. You can spend years catering to a major corporation, for example, only to see your contact there move on. "

" Even companies that do big business online struggle to be noticed by Google users. The Web, after all, is home to some 120 million Internet domains and tens of billions of indexed pages. But every company, big or small, can draw more Google traffic by using search-engine optimization - SEO, for short. "

" It's easy to forget, as a leader, that when employees don't get the wide view, not only does the point of their work escape them, but it can also lead to real frustration. It's hard to feel pride and ownership when you don't understand where things are going. "

" Great people want to work on things that matter. Inevitably, a great person working on imaginary work will turn into an unsatisfied person. "

" The reality is, risk is variable. Those in the financial world know it. "

" We think of computers as smart and powerful machines. But your goldfish is smarter. "

" I think what really people want is just a few things done really, really well. And if you think about ever day of your life, the things you really appreciate aren't the complicated things. They're the simple things that work just the way you expect them to. "

" It feels good to be productive. "

" Your employees have lots of opinions about everything - your strategy and vision; the state of the competition; the quality of your products; the vibe in the workplace. There are tons of things you can learn from them. "

" Meetings should be great - they're opportunities for a group of people sitting together around a table to directly communicate. That should be a good thing. And it is, but only if treated as a rare delicacy. "

" When meetings are the norm - the first resort, the go-to tool to discuss, debate, and solve every problem - they no longer work. "

" When you spend time with potential customers, you get to hear about their struggles firsthand. You see their eyes light up with excitement or darken with confusion. You learn things you would never find in a survey, database, or questionnaire. You learn why people buy. "

" We like to bully deadlines. Pick on them; make fun of them; even spit on them sometimes. But what a terrible thing to do. Deadlines are actually our best friends. "