Failure to make the tough but necessary choices means slow painful death.

The starting point is to create a qualitative understanding of market drivers. You need to get into the head of the consumer and be able to tell her story. It is both art and science. The purpose of the market map is to define dissatisfactions, hopes, dreams and fears. Winning solutions respond to the distinct and specific needs of a group of consumers.

Find out what schismogenesis means. Schismogenesis is anthropology. It says relationships between people are not stable. They are either moving up or moving down. The same is true for brands. You need to understand where you are.

Epidemics of "bad" voice can kill your reputation overnight.

Don't ask your customers what they want. This rule is based on the view that they probably don't know. You have to fully understand them, the context for their needs and their major dissatisfactions.

Transform your employees into passionate disciples. Teach. Create apostles. Give people a calling, not a job.

If you innovate broadly, focus on the customer experience, and deliver everyday a great product, you will gain share.