S is for Sneezer: What do we call someone who spreads good ideas the way some people spread a virus? Seek out the sneezers, cater to them, organize them.
T is for Tribe: Human beings evolved to be attracted to tribes. Groups of like-minded people who share a culture, a connection and perhaps a goal. And each of these tribes seeks leadership. The opportunity today isn't to sell more average stuff to more average people. The real opportunity for you is to find and connect and lead tribes of people, taking them somewhere they want to go. That is success.
U is for Ululate: Not because it's relevant, just because it's the single best word in the English language!
V is for Very good: No one cares about very good. I can get very good from just about anyone, and certainly cheaper than I can get it from you. We don't have a competence shortage, not any more. No, I'm only going to be impressed by the personal, the magical, the artistic and the work of the truly extraordinary. Don't be just very good if you can help it.
W is for Worldview: I first encountered this term via George Lakoff. Your worldview is the set of expectations and biases you bring to a situation before any new data appears. Some people hear a politician say something and hate it, while others are thrilled by it. Is it the thing that was said or the person who said it? Some people hear that Apple is about to launch a new product and they get out their wallets, others flee--before they even know what it is. If you don't understand the worldview of the people you're dealing with, you will fail.
X is for Xebec: I hate it when A-to-Z listmakers cheap out on the X. Hey, a xebec is a three-masted schooner. And they're obsolete. Just like CDs, newspapers and a whole host of interesting but dated business models. Sorry. Imagine someone saying: "He's a nice guy, but that company he works for is a xebec."
Y is for You. You the artist. You the one who makes a difference. You the one who stands for something and now has the education and leverage to actually make a difference. Go go go!
Z is for Zoometry: Originally a term from zoology (pronounced zo-ology, in case you were curious), zoometry is the science of instigating and learning from change. This is the revolution of our time, the biggest one in history, and it's not just about silly videos on Youtube. One by one, industry by industry, the world is being remade again and again, and the agents of change are the winners. Be a part of the change!
