The choices we make define our future.

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

Take an expansive view of the consumers needs and expand beyond your current boundaries.

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

Own one idea. Complete it. Map the current model of purchase and usage. Change how it is done so at least some part of the market uses only your product. Extend from that core user to a much broader universe. Describe your concept in a very short, "six-word story" - a la Ernest Hemingway: "For sale: baby shoes, never worn."

Failure to make the tough but necessary choices means slow painful death.

If you innovate broadly, focus on the customer experience, and deliver everyday a great product, you will gain share.