“In too much of the West, everyone wants the guarantee of safety, and never having to make any decisions.”

“There's something not normal about you if you're writing a book about yourself, or about anything. And if you're the kind of person who can deal with being recognized by strangers and if that's tolerable or pleasing to you, and not immediately terrifying, that's not normal either.”

“I'm at my most productive before I even have my first cup of coffee. I only get slower and stupider as the day progresses.”

“Most of the time, I'm fighting guys who are 22 years old, former college wrestlers, athletes, kids who are in much better shape than me. Often people who are much bigger and wider than me. It can be dispiriting at first.”

“The roots of creativity of cooking are hungry people trying to figure out how to take something that's not particularly fresh or tender and transform it into it something delicious that everyone will love.”

“Marketing is about values. It's a complicated and noisy world, and we're not going to get a chance to get people to remember much about us. No company is. So we have to be really clear about what we want them to know about us.”

“There's certain companies that line up with what the brand represents. There are other things that are more investment-focused.”

“Use every customer point of contact to weave stories about who you are and what your brand stands for.”