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

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

Looks do count. Deliver visually stunning merchandising. Engage at the point of sale. Help consumers shop with their eyes.

Epidemics of "bad" voice can kill your reputation overnight.

Consumers cannot think in abstractions. They cannot envision a new concept. They cannot predict their behavior. They can only compare against their current frame of reference. So you need to make the big leap for them. You need to provide them with a reason to buy, a reason to brag to their friends. Expect new-to-the-world ideas to fall on deaf ears. Consumers will, however, change their tune when they can see, touch, and explore.

Deliver infinite growth having your customers talk about you, exclaim you and tell their friends and colleagues about you.

I admire many entrepreneurs. They bring energy, excitement, youthful enthusiasm. What they lack in process, they make up for in gumption.