1
Always keep in mind that the complaining customer is your very best friend, someone to treasure
2
Just do the business; the costs will take care of themselves
3
Always give your customers more than they bargained for
4
Don’t research the market; test it instead
5
Always keep in mind that you can never win an argument with a customer
6
Always return every electronic communication - phone call, FAX, and e-mail mesage - the same day you receive it
7
Always run your business for the convenience of your customers, not for your or your employees’ convenience
8
Never impose a minimum charge or fee on people who want to do business with you
9
Always have an immediate, right-now, risk-free, money-back, no-hassle return policy
10
Whenever company policy gets in the way of customer satisfaction, change company policy
11
Never use either government statistics or “the state of the economy” as a basis for decision-making
12
Never squeeze your suppliers dry. Always see to it that they make money on you
13
Don’t ever give a consultant final say on anything
14
Always treat your small customers as though they were big customers
15
Always take the word of an expert with several grains of salt
16
Always start your business on a shoestring
17
Always be suspicious of statistics when they’re about people; learn to rely on anecdotal evidence instead
18
Cultivate your street-smarts and let your school-smarts atrophy
19
Forget about luck; there’s no such thing
20
Never be faked out by “problems”; they exist only in your head
21
Hang out with successful people as much as you can; their optimism and confidence are contagious
22
When choosing business associates, shun talkers, embrace doers, and stay away from people who start things but never finish them
23
Don’t ever seek or take the advice of an economist
24
Always keep your eye on the ball - scoring points, not just gaining yards
25
Never raise a white flag in response to a challenge
26
Always keep in mind that every setback in business can be a blessing in disguise
27
Don’t compete in terms of price alone; compete on the basis of quality as well
28
Don’t ever be penny wise and pound foolish
29
Just do it!
30
Never forget that when you’re in business, the buck stops with you. Period
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About the Publisher
Mens Sana Foundation

he Mens Sana Foundation ( "mens sana" is Latin for "sound mind" ), founded in 1969, is a tax-exempt, nonprofit, public-benefit corporation. Its purpose is to make people aware that (1) the solving of problems of whatever nature and the achievement of goals in whatever aspect of one’s life both rely heavily upon the ability to think clearly, (2) clear thinking is an art that everyone can develop, and (3) understanding what language is and how it works is the core of that art.

For more information on the Foundation’s work and its mission, please contact Mens Sana Foundation

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