Get out of the office. Roam the frontline. Be observant. Hold your people accountable for creating the new narrative, a new story, in which your customers are the most important "characters". Because, you know, they really are.

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.

You need to have sufficient resources against your priorities. Your eyes have to be open every day.

Truth is so difficult to hear about. It must be experienced.

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.

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

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