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

A curious mind armed with skill, experience, knowledge, and patterns can give birth to big brand revolution.

Completely understand the customer by seeking an intense, complete and empathetic understanding.

Define a winning proposition that is consumer right and delivers margin accretion.

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 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.

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.