1. Be passionate - About how your work improves people's lives
2. Be clear - About precisely how you provide that value
3. Stay focused - On what customers truly care about
4. Communicate unceasingly - Your passion, vision and strategy
5. Stay tuned in - To the rapid and endless changes in today's marketplace
6. Be kind - If you want your people to be kind
7. Stop lying - To your people, shareholders, customers and, especially, yourself
8. Trust others - Which is not the same as telling them what to do (see #7 above)
9. Give back - To customers, employees, the needy, and the environment
10. Take risks - Brand is a verb, not a noun
