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Make every detail perfect, and limit the number of details to perfect.
For better or for worse, our company is a reflection of my thinking, my character, my values.
Brand is not a product, that's for sure; it's not one item. It's an idea, it's a theory, it's a meaning, it's how you carry yourself. It's aspirational, it's inspirational.
Your premium brand had better be delivering something special, or it's not going to get the business.