"The main problem is just that people think that other people care about them way more than they do. Anything that you do, that requires anyone to do an ounce of work that's about you, is a mistake. Because unless you are Brad Pitt, Angelina Jolie, or David Letterman, or just a really, really giant celebrity, or you're maybe at the center of a media storm where everyone is trying to get in touch with you, people don't want to have to do any work to remember who you are, what you're selling, or what your website is."