1. BE READY TO FAIL
1.1. Adversity is a Teacher
1.1.1. Makes you stronger
1.1.2. Don't lose heart
1.2. Recognise Creative Destruction
1.2.1. Competitors won't wait for you
1.2.2. Seeds of destruction lie in your success
1.3. Expect and overcome difficulties
1.3.1. Have contingencies in place
1.3.2. Learn from your and other's mistakes
2. CREATE
2.1. New concepts
2.1.1. Set the trend
2.1.2. Pay attention to competitors
2.2. Improve your designs
2.2.1. Build perfection... Gradually
2.2.2. Build on your strengths
2.3. Think ahead
2.3.1. Nurture good ideas
2.3.2. Don't worry, be crappy
2.4. Something for everyone
2.4.1. Widen your offer
2.4.2. Keep customers satisfied
3. LEAD AND EXECUTE
3.1. Plan
3.1.1. Failing to plan is planning to fail
3.1.2. Set goals and targets
3.1.3. Set deadlines
3.2. Organise
3.2.1. Departmentalise
3.2.2. Divide tasks
3.2.3. Keep everyone informed
3.3. Assess
3.3.1. Review
3.3.2. Reset goals
3.3.3. Be realisitic
3.3.4. Learn
3.4. Team work
3.4.1. Maximise everyone's strengths
3.4.2. Divide tasks
3.4.3. Create a team/corporate culture
4. MOTIVATE
4.1. Hard Work
4.1.1. It is the currency of success
4.1.2. Winners are relentless
4.2. Aim High
4.2.1. There are no limits
4.2.2. Jump to the next curve
4.3. Ignore preconceptions
4.3.1. Set the pace for change
4.3.2. Some rules are meant to be broken
4.4. Discredit disbelief
4.4.1. Ignore naysayers and bozos
4.4.2. Careful who you listen to
4.5. Inspire
4.5.1. Your peers
4.5.2. Your customers
4.5.3. YOURSELF!
5. COMMUNICATE
5.1. Listen to Customers
5.1.1. Know their needs
5.1.2. Deliver what they need
5.2. Listen to Peers
5.2.1. Brainstorm
5.2.2. Let them participate
5.3. Tailor pitches
5.3.1. Captivate everyone
5.3.2. Be catchy
5.3.3. Read your potential customer
5.4. Mantra
5.4.1. Brevity is the soul of wit
5.4.2. Define your raison d'être