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

Consumers cannot think in abstractions. They cannot envision a new concept. They cannot predict their behavior. They can only compare against their current frame of reference. So you need to make the big leap for them. You need to provide them with a reason to buy, a reason to brag to their friends. Expect new-to-the-world ideas to fall on deaf ears. Consumers will, however, change their tune when they can see, touch, and explore.

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

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

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.

Curiosity is the greatest source of ideas, retail revolutions, and insights.

I believe in classic ideas. They are timeless. They are forever. There are many fads in management.