Respond to your customer's dissatisfactions with precision and power.

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

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.

A curious mind armed with skill, experience, knowledge, and patterns can give birth to big brand revolution.

All great companies have spirit and culture. Mean spirited returns mean spirit.

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

Curiosity is the greatest source of ideas, retail revolutions, and insights.