You all have, undoubtedly, friends in New York and San Francisco and Berlin and Tokyo and Australia or whatever, all of whom you have much more in common with than you do with your neighbor. You’ve created diasporas of interest. The death of distance has created many different new forms of country. Countries which aren’t based on how far it is from us to those guys over there, but new countries based on what you’re interested in.
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This quote’s from Andy Warhol. He was looking at America and saying America’s different. He’s saying, “Well, Elizabeth Taylor’s drinking Coke and I’m drinking Coke and the bum on the street’s drinking Coke, and it’s all the same thing.” For the first time in history, mass market culture has allowed us all to enjoy the same thing. This is not champagne. The bum on the street can’t afford champagne.
Whenever you are the first and different and unique, you cannot be wrong. You will win. And these three commands are the commands of my company. Of course we make watches, but we don’t care about watches. We especially don’t care because nobody buys a watch to read what time it is.