Hire For Attitude. Train For Skill... More

Think About The Market, Think About The Design, And Think About Who Is Going To Design For That Market. Hit The Mark.

Customers Perceive Service In Their Own Unique, Idiosyncratic, Emotional, Irrational, End-of-the-day, And Totally Human Terms. Perception Is All There Is!

Leaders Trust Their Guts. "intuition" Is One Of Those Good Words That Has Gotten A Bad Rap. For Some Reason, Intuition Has Become A "soft" Notion. Garbage! Intuition Is The New Physics. It's An Einsteinian, Seven-sense, Practical Way To Make Tough Decisions. Bottom Line, Circa 2001 To 2010: The Crazier The Times Are, The More Important It Is For Leaders To Develop And To Trust Their Intuition.

Treat The Customer As An Appreciating Asset.

I Don't Believe In Holy Writ. Buy Fifty Books Or Twenty-five Books, Take Three Weeks Off, Read Them And Make Up Your Own Theory. The Fact That You End Up Literally Burning Twenty-two Out Of Twenty-five Books Is Beside The Point.