I Never Worked On The

Word Of Mouth Is Very Powerful.

We've Done Price Elasticity Studies, And The Answer Is Always That We Should Raise Prices. We Don't Do That, Because We Believe -- And We Have To Take This As An Article Of Faith -- That By Keeping Our Prices Very, Very Low, We Earn Trust With Customers Over Time, And That That Actually Does Maximize Free Cash Flow Over The Long Term.

I've Not Seen An Effective Manager Or Leader Who Can't Spend Some Fraction Of Time Down In The Trenches... If They Don't Do That They Get Out Of Touch With Reality, And Their Whole Thought And Management Process Becomes Abstract And Disconnected.

One Of The Things That Gets Me Up In The Morning Is Knowing That Customer Expectations Are Always Rising, And I Find That Very Exciting.

If You Do Build A Great Experience, Customers Tell Each Other About That. Word Of Mouth Is Very Powerful.