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

A curious mind armed with skill, experience, knowledge, and patterns can give birth to big brand revolution.

Completely understand the customer by seeking an intense, complete and empathetic understanding.

All companies have many opportunities. Strategy is about allocation of resources and priorities.

Curiosity is the greatest source of ideas, retail revolutions, and insights.

Woo your biggest fans. This rule says concentrate your efforts at understanding on the 2 percent of consumers that personally drive 20 percent of sales and invite their friends and colleagues to enjoy you.

Own one idea. Complete it. Map the current model of purchase and usage. Change how it is done so at least some part of the market uses only your product. Extend from that core user to a much broader universe. Describe your concept in a very short, "six-word story" - a la Ernest Hemingway: "For sale: baby shoes, never worn."