11: Admit your mistakes.
10: Be flexible – keep an open mind.
9: Be rational – look at all the options.
8: Have fun – don't take this too seriously.
7: Never get smug.
6: Don't underprice yourself or your medium – don't attack the industry, build it up.
5: Believe in yourself – if you think you can make it happen, you will.
4: Never jeopardize your integrity – we win the right way or we don't win at all.
3: Be good to your people – get them into the game and give them a piece of the pie.
2: Be passionate about what you do and compassionate about how you do it.
1: Take care of your audiences and your advertisers – think of them and you'll win.