We must remember that we cannot influence millions of consumer choices until we have convinced the first one, then a second and a third consumer to buy our brand. Each individual sale should be considered our most important sale. If we forget this, there is a risk we could rest on our past and ignore our future. We depend completely on our consumers to build our future, and we must tirelessly seek to understand their needs. By doing this we will create life-long relationships with them, through products and brands that bring joy today and can also adapt in the future to changing cultures and lifestyles.