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.

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

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

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.

You make money when you get visitors to go through the entrance at capacity.

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.