Functional goods sold en masse earn a good return but breakthrough profits come from satisfying emotional needs..

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

Respond to your customer's dissatisfactions with precision and power..

Companies that get in trouble have a failure to see two realities: market trends and competitor attacks..

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….

Consumers cannot think in abstractions. They cannot envision a new concept. They cannot predict their behavior. They can only compare against their c….

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 cust….

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

If you innovate broadly, focus on the customer experience, and deliver everyday a great product, you will gain share..

I admire many entrepreneurs. They bring energy, excitement, youthful enthusiasm. What they lack in process, they make up for in gumption..

Consumers are time constrained, budget restricted and less loved than they would like. Give them a wonderful experience and they will share it. Captu….

Time is a big enemy. Companies have a tendency to drift and to do what was successful yesterday. CEOs need to set a high goal, enforce a time-based o….

All companies have many opportunities. Strategy is about allocation of resources and priorities..

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 mee….

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 prod….

The most effective CEOs have a primary source for tracking their markets. They meet with their teams frequently enough to keep innovation flowing, to….

The truth is that business is simple: create great products, merchandise them at the point of sale, continuously innovate and surprise, reward and ac….

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

People underestimate the power of the Internet. For some consumers, it is the source of all information. Younger adults are on their phones more than….

The starting point is to create a qualitative understanding of market drivers. You need to get into the head of the consumer and be able to tell her ….