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

Business operators that really deeply care about their employees and consumers deliver the right response every day.

Always welcome your customer's scorn. This rule says read the complaint letters. Categorize them. Decide how you are going to wipe them out.

You make money when you get visitors to go through the entrance at capacity.

Take an expansive view of the consumers needs and expand beyond your current boundaries.

People underestimate the power of the Internet. For some consumers, it is the source of all information. Younger adults are on their phones more than they watch television. They don't read newspapers. It is their real world. It is not a set of virtual lenses.

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.