My best clients tell stories that inspire. They tell stories about situations that you can identify with.

People need to be inspired. They need to hear and believe a story. If you want them to be self-motivated, you need to engage them.

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

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

Consumers are time constrained, budget restricted and less loved than they would like. Give them a wonderful experience and they will share it. Capture their soul and win big time.

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.

Companies that get in trouble have a failure to see two realities: market trends and competitor attacks.