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If you can work a brand successfully into the narrative of your product, then it's really cool. Then people actually take the brand up and say, 'My positive experience in your product is directly connected and influenced by this brand and that worked great.'

Every great brand is like a great story.

I think the story is important in every business. Why do you exist, why are you here, why is your product different, why should I pay attention, why should I care?

If you tell your story well, it can help attract customers; it can help people understand your business better, and you are more approachable as a business and a company.

Stories are amazing and powerful because they can resonate with people depending on their needs and experiences and speak truths we need to hear in that moment in time.

I think the success around any product is really about subtle insights. You need a great product and a bigger vision to execute against, but it's really those small things that make the big difference.

Consumers want products that tell stories, have magic, and inspire.

From my point of view, what I really like, what I think is really terrific about my work, is that the company's had the opportunity to train literally thousands and thousands of brand new franchisees to successfully run their very first business.

Great entrepreneurs are often great listeners and they can spot patterns and pick up on small details in customer stories.

That business we started with 10 people has now grown into a great American success story.