Customers have different need states and life experiences.

Who wants a dream that's near-fetched?

It's ironic that retailers and restaurants live or die on customer service, yet their employees have some of the lowest pay and worst benefits of any industry. That's one reason so many retail experiences are mediocre for the public.

People in Washington need to put their feet in the shoes of working Americans.

There's this myth that has been exacerbated by others that Starbucks means a $4 cup of coffee, which is not true.

Growing up I always felt like I was living on the other side of the tracks. I knew the people on the other side had more resources, more money, happier families.

Great companies that build an enduring brand have an emotional relationship with customers that has no barrier. And that emotional relationship is on the most important characteristic, which is trust.