"I tell everybody that works for me that I'd rather have them try and fail than not try. And that I want them to make a decision. We can fix a bad decision; we can't fix a no-decision. No one will ever get fired for trying something new or for failing at something they tried to do. I reward people who try, people who think outside the box. I am doing everything I can to empower my team all the way down the chain to say, 'Look, this is what we need to do for the customer.'"

"I was just visiting a client," said Jim Sinkinson, president of Fired Up! Marketing, "and he told me about a customer who came into his office for a brown-bag lunch recently. The lunch gave him the opportunity to learn from that customer about how they use his product.

“Subject lines that are ‘creative’ or too clever require too much mental power. In those couple of seconds often it’s easier just to delete than try to work out what the heck is under that cool and wacky subject line you spent hours devising.”