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…

- Michael J. Silverstein

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

- Michael J. Silverstein

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

- Michael J. Silverstein

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

- Michael J. Silverstein

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

- Michael J. Silverstein

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

- Michael J. Silverstein

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

- Michael J. Silverstein

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

- Michael J. Silverstein

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…

- Michael J. Silverstein