Define a winning proposition that is consumer right and delivers margin accretion.

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

Get out of the office. Roam the frontline. Be observant. Hold your people accountable for creating the new narrative, a new story, in which your customers are the most important "characters". Because, you know, they really are.

Consumers are time constrained, budget restricted and less loved than they would like. Give them a wonderful experience and they will share it. Capture their soul and win big time.

Don't ask your customers what they want. This rule is based on the view that they probably don't know. You have to fully understand them, the context for their needs and their major dissatisfactions.

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

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