PROMOTION

CONCLUSION

CHAPTER CONCLUSION Inspiration is perishable We all have ideas. Ideas are immortal. They last forever. What doesn't last forever is inspiration. Inspiration is like fresh fruit or milk: It has an expiration date.

CULTURE

CHAPTER CULTURE You don't create a culture Instant cultures are artificial cultures. They're big bangs made of mission statements, declarations, and rules. They are obvious, ugly, and plastic. Artificial culture is paint. Real culture is patina.

DAMAGE CONTROL

CHAPTER DAMAGE CONTROL Own your bad news When something goes wrong, someone is going to tell the story. You'll be better off if it's you. Otherwise, you create an opportunity for rumors, hearsay, and false information to spread.

HIRING

CHAPTER HIRING Do it yourself first Never hire anyone to do a job until you've tried to do it yourself first. That way, you'll understand the nature of the work.

PROMOTION

CHAPTER PROMOTION Welcome obscurity No one knows who you are right now. And that's just fine. Being obscure is a great position to be in. Be happy you're in the shadows.