On the day after Valentine’s Day in 2015 he published, to very little fanfare, his version of Hozier’s “Take Me to Church.”

If you’ve never seen it, take a moment now to log onto YouTube and watch—it’s four minutes and eight seconds that you’ll never forget. Whether you’re a fan of ballet or not, you’ll recognize it not only as the work of a man at the end of his tether, but also as a pure expression of technical craft and unabashed joy. You see here a man who is taking his loves seriously, interlacing them with craft and discipline, and contributing to us something passionate, rare, and pure. You will see, from the inside out, that this is the fullest, most authentic, and richest expression of this unique person. If the people coming to work on your team could feel more like this, if you could help them take their red threads this seriously—not to make your people feel good about themselves, although that helps, but so they could share more with the world—what a beautiful and lasting contribution you and your team would make.

For an update to the 4Ps, search the Internet for ad agency Ogilvy & Mather’s 4Es

of marketing (Experience, Everyplace, Exchange, and Evangelism), and add these to your marketing meeting and strategic thinking agendas.

The book Uncommon Service will give you a myriad number of examples and walk you through how to both “be bad” the right and highly profitable way and “be great” via a few Brand Promises.

John Mullins published a new book that Verne endorsed, titled The Customer-Funded Business: Start, Finance, or Grow Your Company with Your Customers’ Cash.

Verne wrote a column specifically for entrepreneurs on how to “Hire the Right #2.” Go to scalingup.com to download a copy.