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

My best clients tell stories that inspire. They tell stories about situations that you can identify with.

A lot of people believe you only need a vision. This is simply not correct. You need brilliant execution every day. It's about attention to all the details of go to market.

Our most exciting discoveries come from studying anomalies. The once-in-1000 occurrence is worth getting detail on.

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.

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

The choices we make define our future.