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.

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.

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

Too many companies are happy to have workers to dread working. They have the wrong attitude because they have the wrong leadership.

Own one idea. Complete it. Map the current model of purchase and usage. Change how it is done so at least some part of the market uses only your product. Extend from that core user to a much broader universe. Describe your concept in a very short, "six-word story" - a la Ernest Hemingway: "For sale: baby shoes, never worn."

All great companies have spirit and culture. Mean spirited returns mean spirit.

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.