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

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

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.

A curious mind does not jump to conclusions but tests carefully and thoroughly. A curious mind will draw on all of life's experience to get to the big "uh huh." The curious cut the data by quintile, by segment, and by user.

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

I like to take CEOs into consumers' homes to see the "real world." CEOs have privileged lives with big incomes, lots of help, access to just about anything they wish. The average consumer lives on $53,000 a year and has daily tradeoffs and compromises that must be made. I took a CEO into a trailer park so he could observe first-hand - and understand - how consumers use his product.

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.