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

Business operators that really deeply care about their employees and consumers deliver the right response every day.

For me, it's often about consumption behavior. I focus my energy on understanding the heavy user. They are "odd" but hold opportunity. I ask: how do they use the product, what motivates them, how can we clone them.

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.

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

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

Companies that get in trouble have a failure to see two realities: market trends and competitor attacks.