All great companies have spirit and culture. Mean spirited returns mean spirit.

Consumers are time constrained, budget restricted and less loved than they would like. Give them a wonderful experience and they will share it. Capture their soul and win big time.

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

Looks do count. Deliver visually stunning merchandising. Engage at the point of sale. Help consumers shop with their eyes.

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.

Deliver infinite growth having your customers talk about you, exclaim you and tell their friends and colleagues about you.

Don't ask your customers what they want. This rule is based on the view that they probably don't know. You have to fully understand them, the context for their needs and their major dissatisfactions.