Take giant leaps. Too many companies are into incremental innovation. The only thing that moves markets is violent turns. Major differences. Don't get caught in the trap of small steps.

A curious mind does not jump to conclusions but tests carefully and thoroughly. A curious mind will draw on all of life's experience to get to the big "uh huh." The curious cut the data by quintile, by segment, and by user.

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

Time is a big enemy. Companies have a tendency to drift and to do what was successful yesterday. CEOs need to set a high goal, enforce a time-based output scheme and stay connected all the way down in their organization. They have to do this sincerely every day, everywhere.

Our most exciting discoveries come from studying anomalies. The once-in-1000 occurrence is worth getting detail on.

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

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