1.   Know Your Markets

 2.   Know Your Competition

 3.   Know Your Company, Products, & Services

 4.   Know Their Strengths & Weaknesses

 5.   Have a Vision of Who You Are & Where You Need to Go 
       Before Beginning Your Journey

 6.   Given Options, Do at Least One Thing Very Well

 7.   Never, Ever Do Anything Less Than Well

 8.   Stay Focused on Your Long Term Objectives & Strategies

 9.   Stay Flexible to Take Advantage of Your Near Term Opportunities

10.  Reduce Risks: Continue Whatever Works & Stop Whatever
        Doesn't

Nothing kills a bad product or service faster than good advertising. Nothing kills a good product faster than bad advertising. And, nothing kills good advertising faster than a promise unfulfilled. Be what you must be, do what you must do, to fulfill your value-proposed promises. Communicate creatively, clearly, unambiguously and accurately, not so you might be understood, but so you won't be misunderstood. Never misrepresent yourself. Because, you will never get a second chance to make a good first impression.