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

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.

Take giant leaps. Too many companies are into incremental innovation. The only thing that moves markets is violent turns. Major differences. Don't get caught in the trap of small steps.

Too many companies are happy to have workers to dread working. They have the wrong attitude because they have the wrong leadership.

A curious mind does not jump to conclusions but tests carefully and thoroughly. A curious mind will draw on all of life's experience to get to the big "uh huh." The curious cut the data by quintile, by segment, and by user.

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

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