Five Principles of small business success

1. Be Value-add, not value-take.
- Profits at the expense of others will doom you. Are you a company that prides itself on drawing value FROM your clients, or one that adds value TO your clients, and expects a piece of the added-value? If you are the former, you will quickly build a reputation for being self-serving and non-collaborative, regardless of your "bedside manner."
- It helps to remember that you must "own" the experience you have with clients and partners, both theirs and your own. Rather than thinking its their job to accept you for what you are, remember the marketing rule of "control the message" and, since you are your product, be accountable for how you are perceived and understood.

2. Marry Partners
- Are you proud of each other? If you are not as proud of them as you are of yourself, find a new partner... better yet, help them grow to become the partner you want them to be and then you can both "own" the success.

3. Keep It Simple
- Complexity is the enemy of results. Avoid photo-speak or tech-gibberish. If you need to describe something complex or obtuse, try to speak in metaphors that are relevant to the client. Colors and texture analogies often work well.
- The Simplest rules are golden. Every great business partner I've ever known sets great examples by how they treat others. Follow this rule with a passion.
- Simplify by outsourcing. Do what you do best so you can get better. Outsource the rest so you can do what you do best. Don't compromise this princple for the illusion that, because you work for "free," its better if you do it yourself. You are the only one who can sell and market your business, and time is the only resource you can't afford. Don't waste it.

4. Listen Hard, Talk Straight
- SHHHHHHHHHHHHH - wait for them to tell you what THEY think is important BEFORE you tell them what YOU think is important.

5. Talk the Walk
- While actions speak louder than words, both together are best. When you do a great job, tell the world. Blogs, news releases, editorials, bragging, spray-painted messages on the side of your Camry... whatever! Sing your own praises (mindful to appear proud, not arrogant.)

Above all, remember that you have to believe in your business success before anyone else will.