What does it take for a brand to lead in its chosen marketplace?
Approach the customer with honor and respect.
The esteem of the customer is earned.
The art of having more fun than anyone else.
Let the materials and processes speak for themselves.
Engineering to exceed the known limits.
Get the proportions right. Take cues from nature. Respect manufacturing process.
Know what you are doing.
Perhaps the most important element is understanding people their place and their culture.