Scott, I tend to agree. I also think it makes sense to actually mean it -- in other words, to have a certain percentage of negotiations that actually don't result in a deal.
Interesting quote: "Brands mature over time, like a marriage. The bond you feel with your spouse is different than when you first met each other. Excitement and discovery are replaced by comfort and depth." Of course Apple is the exception to this rule.
Interesting question: Whether the people who market breast cancer awareness do too good a job of it, raising the profile of one health threat above others that are actually more common.