1) The Start-up team, lead by the CEO, must own their strategy and tactics. They must accept responsibility for the results without excuses.

2) In pursuit of the best course of action, the team and its actions must be freely open to challenge and debate,

3) When decision time comes the CEO or responsible manager makes the call. This is the anchor of accountability. It also produces exceptional effort and maximizes the chances for optimal results.

4) Mistakes get made. If examined critically they can be exceptional learning opportunities.

5) It is the responsibility of the start-up team to define and deliver a winning course of action. As circumstances and needs dictate, positions within the team must change and new talent hired. The credo must always be "the best person for the job". Team members at all levels must willingly step aside for a better person.

6) Defining solutions is easy. Identifying the right problem is hard.

7) Start-ups succeed by knowing more about what the customer wants and executing to meet this need faster and better than anyone else does.

8) Customers are not a burden or inconvenience. They are the reason for a company to exist.

9) Investors expect and deserve a return. The team is responsible and accountable for this investment and maximizing the return.

10) Successful entrepreneurs place their constituents including customers, investors, employees, and vendors above themselves.