A copy editor's investment strategy?

One of the Motley Fool founders talks about investing in the "verb companies":

Tim Beyers: How can you differentiate between a fad and a real, live Rule Breaking opportunity?

David Gardner: Mindshare. It is one of the most powerful drivers of the best Rule Breaking businesses. Yet mindshare doesn't show up as an asset on corporate balance sheets. And there's no "price-to-mindshare ratio."

Still, there are a handful of examples where mindshare has preceded market success. These are the verb companies: TiVo (Nasdaq: TIVO), Netflix (Nasdaq: NFLX), FedEx (NYSE: FDX), and Taser (Nasdaq: TASR).