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

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.

Deliver infinite growth having your customers talk about you, exclaim you and tell their friends and colleagues about you.

Our most exciting discoveries come from studying anomalies. The once-in-1000 occurrence is worth getting detail on.

Get out of the office. Roam the frontline. Be observant. Hold your people accountable for creating the new narrative, a new story, in which your customers are the most important "characters". Because, you know, they really are.

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

Truth is so difficult to hear about. It must be experienced.