Business operators that really deeply care about their employees and consumers deliver the right response every day.

The Golden Rule works. It really does. Treat people the way you want to be treated. Kindness begets kindness.

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

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.

The top 25 at every company really set the tone. Everyone watches them. They need to be present and focused. No slackers at the top. They need to meet in combination every recruit. They need to meet them on the first day. They need to teach by example. This is the lesson that great companies teach.

The choices we make define our future.

Get out of the office. Roam the frontline. Be observant. Hold your people accountable for creating the new narrative, a new story, in which your customers are the most important "characters". Because, you know, they really are.