You don’t need all of the world on day one, and let’s take that one step further—you positively don’t want the attention of the whole world, because that means you’ve made something for everyone, not something that’s going to be loved by the people you want to matter to first. When we stop saying, ‘Look at the incredible wings we’ve made for you’ and begin with, ‘Can you see how amazing your wings are in this light?’ it changes everything. The trap we fall into is trying to tell people how life-changing our widget is. If it changes their lives, we won’t have to tell them.

— Meaningful: The Story of Ideas That Fly by Bernadette Jiwa