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

Deliver infinite growth having your customers talk about you, exclaim you and tell their friends and colleagues about you.

People underestimate the power of the Internet. For some consumers, it is the source of all information. Younger adults are on their phones more than they watch television. They don't read newspapers. It is their real world. It is not a set of virtual lenses.

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

For me, it's often about consumption behavior. I focus my energy on understanding the heavy user. They are "odd" but hold opportunity. I ask: how do they use the product, what motivates them, how can we clone them.

All companies have many opportunities. Strategy is about allocation of resources and priorities.

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