10 lessons: 1) Mock, 2) Strict guidelines, 3) Have one thing that makes you recognizable (like : :star:), 4) Clear visual strategy for whole team, 5) Coherent design on social media, 6) Humans notice the effort, 7) Iphone is useful, 8) Ppl want to part of smg: sell/give away stuff, 9) Offsite days