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

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.

Completely understand the customer by seeking an intense, complete and empathetic understanding.

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

The starting point is to create a qualitative understanding of market drivers. You need to get into the head of the consumer and be able to tell her story. It is both art and science. The purpose of the market map is to define dissatisfactions, hopes, dreams and fears. Winning solutions respond to the distinct and specific needs of a group of consumers.

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

Looks do count. Deliver visually stunning merchandising. Engage at the point of sale. Help consumers shop with their eyes.