"We never have been interested in being the Next Big Thing, though. Our philosophy has been to grow a small, good idea rather than an average, big one. In all this time, in all these markets, we've never adjusted our style of work. Rather, we adjusted which markets we selected to fit the work we were interested in doing. We didn't get into the fashion business to make a product we weren't passionate about."
This pretty much captures the essence of doing something extraordinary...or, at least, how to get started.