Word Of Mouth Is Very Powerful.

There'll Always Be Serendipity Involved In Discovery.

Our Premise Is There Are Going To Be A Lot Of Winners. It's Not Winner Take All. Other People Do Not Have To Lose For Us To Win.

Maintain A Firm Grasp Of The Obvious At All Times.

Real Estate Is The Key Cost Of Physical Retailers. That's Why There's The Old Saw: Location, Location, Location.

There Are Two Kinds Of Companies, Those That Work To Try To Charge More And Those That Work To Charge Less. We Will Be The Second.