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.

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

You need to have sufficient resources against your priorities. Your eyes have to be open every day.

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.

Consumers are time constrained, budget restricted and less loved than they would like. Give them a wonderful experience and they will share it. Capture their soul and win big time.

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

Functional goods sold en masse earn a good return but breakthrough profits come from satisfying emotional needs.