Transform your employees into passionate disciples. Teach. Create apostles. Give people a calling, not a job.

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

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.

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

Original research starts all inspiration. Get inside the head of the consumer. Understand their needs, hopes and dreams. Deliver to their expectation. Have your team do the work. They will then have the framework for the solution. If they believe and they understand, the results will be their results.

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.