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

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.

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

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.

Truth is so difficult to hear about. It must be experienced.

Completely understand the customer by seeking an intense, complete and empathetic understanding.

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