1. Your customers don't care about you. They don't care about your product or service. They care about themselves, their dreams, their goals. Now, they will care much more if you help them reach their goals, and to do that, you must understand their goals, as well as their needs and deepest desires.

Your customers don't care about you, they don't care about your products and services. They care about themselves, their dreams, their goals. Now, if you can help them achieve their goals, they will care about you. To do this, you must understand their goals, their needs and inner desires.

2. Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves

Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves

Get closer than ever to your customers. Tell them what they need before they realize what they need.

3. It's not the consumers' job to figure out what they want

It's not the consumers' job to figure out what they want.

4. You can't just ask customers what they want and then try to give that to them. By the time you get it built, they'll want something new.

You You can’t just ask your customers what they need and then try to give them what they need. When you get it right, they want something new.

5. Marketing is about values. It's a complicated and noisy world, and we're not going to get a chance to get people to remember much about us. No company is. So we have to be really clear about what we want them to know about us.

Marketing is about value. It’s a complicated and off-putting word, and we don’t get the chance to make people remember much about us. No company can do it. So we have to be very clear about what we want them to know about us.

6. You can't look at the competition and say you're going to do it better. You have to look at the competition and say you're going to do it differently.

You can't look at the competition and say you're going to do it better than your opponent, you should look at the competition and say you're going to do it differently.

7. Most people do not ever pick up the phone and call. They never ask, and that is what separates the people that do things from the people that just dream about them. You have to act, and you have to be willing to fail. You have to be willing to crash and burn, because if you are afraid of failing, you will not get very far.

Most people never pick up the phone and call (execute immediately). They never ask, which differentiates the doers from the dreamers. You have to take action, and you have to be willing to fail. You have to be willing to fail miserably, you won't get very far if you're afraid of failure.

8. One way to drive fear out of a relationship is to realize that your partner's values ??are the same as yours, that what you care about is exactly what they care about. In my opinion, that drives fear out and makes for a great partnership,whether it's a corporate partnership or a marriage.

One way to let fear out of a relationship is to realize that your partner's perspective is the same as yours . The things you care about are the things they care about. In my opinion, this allows fear to disappear and form a good partnership, whether in business or marriage.

9. A brand is simply trust.

A brand is simply trust.

10. Everything is based on a simple rule: Quality is the best business plan.

Everything is based on a simple rule: Quality is the best business plan.