Epidemics of "bad" voice can kill your reputation overnight.

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.

The choices we make define our future.

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.

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

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.

Respond to your customer's dissatisfactions with precision and power.