- To tell a memorable story in just minutes.
- To create small, high performance teams.
- To do it because you believe in it, because you have to do it, because you thrive on it.
- To create new products and solutions before you have become dull even though it disturbs your client base.
- To get out there and talk to customers.
- To experiment.
- To be persistent.
- To have a simple, no BS mission statement.
- To outsource the dull stuff to someone you can trust.
- To put brilliant stuff on the B-side.
- To buy fancy stuff and stay in decent hotels only when you can afford it.
- To practice until you can't stand up any longer but become so amazingly good all they can do is shout, scream and cry.
- To create a new market and to grab the largest share of that market.
- To take criticism as evidence you are doing a lot of things right.
- To change just when the competitors think they have cloned you.
- To create a look which is uniquely yours.
- To be 100% loyal to your colleagues.
- To do more from the soul and less from the spreadsheet.
- To use difference to synthesise genius.
- To have an intent to make the world a better place.
- To know that overnight success takes years.
- To know when to disband your business and move on.