Woo your biggest fans. This rule says concentrate your efforts at understanding on the 2 percent of consumers that personally drive 20 percent of sales and invite their friends and colleagues to enjoy 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 Golden Rule works. It really does. Treat people the way you want to be treated. Kindness begets kindness.

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.

The starting point is to create a qualitative understanding of market drivers. You need to get into the head of the consumer and be able to tell her story. It is both art and science. The purpose of the market map is to define dissatisfactions, hopes, dreams and fears. Winning solutions respond to the distinct and specific needs of a group of consumers.

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

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