The Tolstoy Rule

All marketing failures are alike; every marketing success is a success in its own way.

Stop looking for case studies and templates and rules.

The quantum nature of remarkability is simple: stuff succeeds today because it's worth talking about. Things are generally worth talking about because they're new and interesting--and once something is talked about, it is neither new nor interesting any longer.

All marketing failures are boring. Most are self-centered.

Marketing successes, on the other hand, are remarkable in their own way.