A curious mind does not say to consumers "What do you want?" A curious mind understands context, understands behavior, understands spending and spending patterns - the accumulation of a day's purchases, or spending over a week or a year. A curious mind asks the questions that open up the consumer to talk about her latent dissatisfactions, hopes, wishes, and dreams.

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

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

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

Epidemics of "bad" voice can kill your reputation overnight.

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.

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