Cocooning: The need to protect oneself from the harsh, unpredictable realities of the outside world.

It used to be enough just to make a fairly decent product and market it. Not anymore. In the '90s, you've got to have a Corporate Soul.

Send me out into another life. But get me back for supper.

Cocooning: The need to protect oneself from the harsh, unpredictable realities of the outside world.

Stop competing on price; compete on value. Deliver total consumer solutions, rather than just your piece of the solution.

Make your company stock a consumer product. When consumers buy stock in your company, they'll never buy a competitive product. You've linked their financial future to yours.

Too many marketers assume that future will hold back and wait until they're ready for it. It won't.