Companies that get in trouble have a failure to see two realities: market trends and competitor attacks.

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.

A curious mind does not jump to conclusions but tests carefully and thoroughly. A curious mind will draw on all of life's experience to get to the big "uh huh." The curious cut the data by quintile, by segment, and by user.

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

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

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.

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