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

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

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.

The truth is that business is simple: create great products, merchandise them at the point of sale, continuously innovate and surprise, reward and achieve a position of loyalty with your front line, and seek new truth from the market. Deliver the goods at a competitive cost. Price to earn a decent but not competitively inviting return. Not much else matters.

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

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

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