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

Find out what schismogenesis means. Schismogenesis is anthropology. It says relationships between people are not stable. They are either moving up or moving down. The same is true for brands. You need to understand where you are.

Transform your employees into passionate disciples. Teach. Create apostles. Give people a calling, not a job.

A lot of people believe you only need a vision. This is simply not correct. You need brilliant execution every day. It's about attention to all the details of go to market.

Always welcome your customer's scorn. This rule says read the complaint letters. Categorize them. Decide how you are going to wipe them out.

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

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