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

You need to have sufficient resources against your priorities. Your eyes have to be open every day.

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

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.

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

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 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.