“Why do so many companies treat potential users so much better than existing users? Think about it. The brochure is a thing of beauty, while the user manual is a thing of boredom. The brochure gets the big budget while the manual gets the big index. What if we stopped making the docs we give away for free SO much nicer than the ones the user paid for? What if instead of seducing potential users to buy, we seduced existing users to learn?”

“Failure seems easier to define. When your business is out of money then you’re out of business. The business failed. But what’s success? Do you need to make Google money? Do you need to have Microsoft market share? Do you need to have Apple’s brand loyalty? Nope. So what do you need to be successful? Luckily that’s entirely up to you. Success is relative.”