Field Note 11: "Innovation is seeing what everybody has seen and thinking what nobody has thought."

Field Note 10: "The way to get started is to quit talking and begin doing."

Field Note 9: "Marketing is the tax you pay for being unremarkable."

Field Note 8: Thinking dollars are worth more than doing dollars

Field Note 7: "Don't cross the box"

Field Note 6: "I took the one less travelled by, and that has made all the difference."

Field Note 5: Service is black and white. Hospitality is colour.

Field Note 4: "The biggest risk to your brand is what you can't see"

Field Note 3: "Life's too short to be little"

In other words...if you do nothing, you'll be nothing.

Field Note 2: "The opposite of a good idea can be another good idea"

In other words...when you're in the business of selling ideas, every thought counts.

Field Note 1: "If you're going to eat shit, don't nibble."

In other words...the longer you avoid the hard decision, the worse it gets.