1. Avoid Risk and Die

In times of change the greatest risk is to take none at all.

2. Why Not Ask ‘Why Not?’

Assumptions are just that. Anything you assume is usually a half-truth or generalizations that once served a useful purpose but now hinders truly creative solutions.

7. Make Enemies

All brands need to position themselves against an alternative.

8. Leave Them Wanting More

Avoid the temptation to reveal all of your assets at once. Or as the masters have said: You don’t teach them everything you know. You teach them everything they know.

9. Outthink the Competition

Think smarter than the other dude. Do not be led into temptation by the fast buck and don’t try and outspend them.

13. Don’t Let Others Set Your Standards

Sorry to tell you this but good no longer means anything while mediocre does more harm than doing nothing.