Original research starts all inspiration. Get inside the head of the consumer. Understand their needs, hopes and dreams. Deliver to their expectation. Have your team do the work. They will then have the framework for the solution. If they believe and they understand, the results will be their results.

Find out what schismogenesis means. Schismogenesis is anthropology. It says relationships between people are not stable. They are either moving up or moving down. The same is true for brands. You need to understand where you are.

Respond to your customer's dissatisfactions with precision and power.

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

Original research starts all inspiration. Get inside the head of the consumer. Understand their needs, hopes and dreams. Deliver to their expectation. Have your team do the work. They will then have the framework for the solution. If they believe and they understand, the results will be their results.

People need to be inspired. They need to hear and believe a story. If you want them to be self-motivated, you need to engage them.

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