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.

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

Many companies routinely do things that are not important. They fail to prioritize. They get involved with details that don't matter.

Original research starts all inspiration. Get inside the head of the consumer. Understand their needs, hopes and dreams. Deliver to their expectation. Have your team do the work. They will then have the framework for the solution. If they believe and they understand, the results will be their results.

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

The Golden Rule works. It really does. Treat people the way you want to be treated. Kindness begets kindness.

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