Better ramp up your virtual relationships. Companies think omni channel is the correct answer. This is not enough. The information explosion for consumers makes 24/7 and full and complete engagement possible.

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

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.

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

Business operators that really deeply care about their employees and consumers deliver the right response every day.

For me, it's often about consumption behavior. I focus my energy on understanding the heavy user. They are "odd" but hold opportunity. I ask: how do they use the product, what motivates them, how can we clone them.

Define a winning proposition that is consumer right and delivers margin accretion.