Daria Gonzalez, whose agency built the book's brand, takes 'harder is easier' to marketing — 'companies discover their values in moments when two things they care about conflict'

Gonzalez co-founded Wunderdogs, the agency that worked with Eric Ries and his team on the Incorruptible release; she first read The Lean Startup in business school. She interviewed him about what it takes to be a marketing leader the C-suite gets behind, and published the conversation on the Wunderdogs site. Her three takeaways cover bringing finance into the brand conversation, standing for something specific, and the 'harder is easier' principle applied to the points where a company's own commitments collide.

“Long term, harder is easier. Companies don't start out knowing their values; they discover them in moments when two things they care about conflict. The best results come when you push your team to find a way to deliver both.” — Daria Gonzalez on LinkedIn