The problem with market research is that people don't think what they feel, don't say what they think, and don't do what they say.

When you go out to run 100 miles – the lessons of a lifetime get compressed into 24 hours of non-stop running.

Projects often don't just go wrong; they start wrong. The seeds of failure are often sown right at the beginning, leading to problems later on. Recognising this, successful project leaders invest in thorough planning and simulation upfront, understanding that a project's success is largely determined by how it starts.

I learn every single day from my girlfriend, my family, from graduates coming into the business… I try to learn relentlessly.

I realized then that I was inadvertently alienating our core audience — the surf community. Despite their understanding of the UGG brand, our advertising was sending the wrong message. This led me to shift our advertising strategy. We started featuring young professional surfers in our ads, often with the UGG boots barely visible.