No matter what you do, your job is to tell your story.

You cannot underestimate people's ability to spot a soulless, bureaucratic tactic a million miles away. It's a big reason why so many companies that have dipped a toe in social media waters have failed miserably.

When it call comes down to it, nothing trumps execution.

I am wired like a CEO and care a great deal about the bottom line, but I care about my customers even more than that. That's always been my competitive advantage.

Care Immensely or Die: This is a bigger culture shift than you realize.

I'm just always looking forwards. I spend very little time, looking backwards.

Too many companies think they want to do a video blog to sell merchandise, but if you turn your site into QVC, you lose. I have an audience that trusts me. It's about building a global brand - not selling four more bottles of Pinot Grigio.