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

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.

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

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

A curious mind armed with skill, experience, knowledge, and patterns can give birth to big brand revolution.

Respond to your customer's dissatisfactions with precision and power.

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.