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.

Always welcome your customer's scorn. This rule says read the complaint letters. Categorize them. Decide how you are going to wipe them out.

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

Too many companies are happy to have workers to dread working. They have the wrong attitude because they have the wrong leadership.

The top 25 at every company really set the tone. Everyone watches them. They need to be present and focused. No slackers at the top. They need to meet in combination every recruit. They need to meet them on the first day. They need to teach by example. This is the lesson that great companies teach.

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.

Failure to make the tough but necessary choices means slow painful death.