6. Your customers dream of a happier and better life. Don’t move products. Enrich lives.
8. It’s only by saying ‘no’ that you can concentrate on the things that are really important.
On number 8. When you have done your research and determined what work and what customers will best optimize your business for scalability, profit and customer enrichment, be disciplined and say no to work that is outside this targeted scope. Saying no to the wrong type of work is required before you can build your business on the right type of work.