Value should really be defined as the ability to exceed the needs and expectations of your changing customers….penetrating the built-in resistance to commit.

When it comes to innovation, customer is not always right. Let’s face it…do they really know what they want next?

Use research to better understand your customers and how they interact with your products – not asking them what they want or what should come next. Do you really expect them to tell you that they want you to make lots of money from them

Don’t use data to replace insight….data doesn’t tell you what to do, insight does.

Deliver a kick-ass product, and be honest. Authenticity is the branding era of the New World Marketplace.

Be clear on your product differentiation…. Zappos primary product is service, not shoes.