A company shouldn't get addicted to being shiny, because shiny doesn't last.

Focusing on the customer makes a company more resilient.

The missionary is building the product and building the service because they love the customer, because they love the product, because they love the service. The mercenary is building the product or service so that they can flip the company and make money. Position yourself with something that captures your curiosity, something that you're missionary about.

There are multiple ways to be externally focused that are very successful. You can be customer-focused or competitor-focused. Some people are internally focused, and if they reach critical mass, they can tip the whole company.

I think one of the things people don't understand is we can build more shareholder value by lowering product prices than we can by trying to raise margins. It's a more patient approach, but we think it leads to a stronger, healthier company. It also serves customers much, much better.

Your brand is formed primarily, not by what your company says about itself, but what the company does.