Michelle Phan

I glance through the pages of all the top magazines every month just to see if there are any colors that are trending. I'll also go on Instagram and look at the 'popular' page to see what people are liking, what's cool. I'll check it at different times of the day; for example, if it's really late in L.A., you'll see a lot of posts in Asia.

Hammer down product fundamentals first. Make sure you've got something that works before doubling down on promotion and marketing. Create a groundswell of organic support, and only then leverage PR and advertising to spread the word.

While it was occasionally done here or there, nobody else had a figurehead like Walt doing it. Jack Warner wasn't on TV. Walt was the boss, but he had a real public profile and he used it to his advantage. And he became a household face.