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Consumers have not been told effectively enough that they have huge power and that purchasing and shopping involve a moral choice.

The customer is not always right.

There's a real moral imperative in being an organization that takes the time to sit and listen to the customers and the people they're serving.

You know the old adage that the customer's always right? Well, I kind of think that the opposite is true. The customer is rarely right.

Markets need morals.

It is customers that decide if we succeed.

We assumed the customers were smart and that they'll buy what they like, not what the ads tell them to buy.

When companies try to guess what consumers want, they essentially make the choice for consumers.

We don't want to push our ideas on to customers, we simply want to make what they want.

Customers don't just want to shop: they want to feel that the brand understands them.