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

The most effective CEOs have a primary source for tracking their markets. They meet with their teams frequently enough to keep innovation flowing, to reduce and focus costs, to be energized. They create a tight agenda and they set high goals.

Many companies routinely do things that are not important. They fail to prioritize. They get involved with details that don't matter.

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

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.

The Golden Rule works. It really does. Treat people the way you want to be treated. Kindness begets kindness.

A lot of people believe you only need a vision. This is simply not correct. You need brilliant execution every day. It's about attention to all the details of go to market.