Don't ask your customers what they want. This rule is based on the view that they probably don't know. You have to fully understand them, the context for their needs and their major dissatisfactions.

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.

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

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.

Define a winning proposition that is consumer right and delivers margin accretion.

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

I believe in classic ideas. They are timeless. They are forever. There are many fads in management.