1 Making a promise. Keeping a promise
2 And delivering proofs not potential
3 Remember,ing strong brands are not made by the timid
4 And an experience is very hard to commoditise
5 Wherever possible, working to better the human condition
6 As actions will always speak louder than words
7 Competing for relevance not attention
8 Sticking to what you believe in and seeing it through
9 Being witty and interesting but above all, being yourself.
10 And in the end, remembering, all you need is less.