Truth is so difficult to hear about. It must be experienced.

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

Take an expansive view of the consumers needs and expand beyond your current boundaries.

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.

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.

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.

Own one idea. Complete it. Map the current model of purchase and usage. Change how it is done so at least some part of the market uses only your product. Extend from that core user to a much broader universe. Describe your concept in a very short, "six-word story" - a la Ernest Hemingway: "For sale: baby shoes, never worn."