“I had to really work at this. There were a lot of meetings that were car crash or even train crash meetings for me. And by almost mocking yourself in that way, it makes your team feel, okay, it's okay to fail.”

“I rewrote the opener with a little self-deprecating humor about my coffee addiction, and boom, three times the engagement.”

“We used AI to interview us to create our own brand positioning statement because you can't see the label from inside the box.”

“If you create a psychologically safe environment to speak up… you will be in much better stead… it enables you to go on offense as a business.”

“Musk refused to sit for an interview… you and your team created a database of everything he'd ever said… used his words to create a computer-generated simulation of Elon”