 |
|
| #1 | Under-commit and over-perform. Always. |
| #2 | Get it right the first time. |
| #3 | Don't judge customers by the size of their wallet. Referrals are priceless. |
| #4 | Generously reward anyone who adds to your profits ... so they will continue to do so. |
| #5 | Research: There is no substitute for understanding your target customers. If you don't ask, you don't know. If you don't know, you can't fulfill their expectations. If you can't fulfill their needs, there is no profit. If there is no profit, there is no business. (See also #6 below) |
| #6 | Never confuse luck with wisdom. But you *can* learn from it. |
| #7 | Do what you said you would, when you said you would do it. (If you can't, immediately invoke Rule #8) |
| #8 | Relentlessly communicate with your customers ... lest you allow them to create expectations you may be unwilling/unable to fulfill. |
| #9 | In the heat of competition: Adapt + Improvise = Overcome. |
| #10 | Never, ever let the competition know what you're thinking. (e.g. Who else is on the airplane?) |
| #11 | Keep your ears open ... and your mouth shut. Especially when engaged with a (potential) customer. |
| #12 | Don't delegate something back to the customer that you can do yourself ... *especially* when it will benefit other customers. |