1. Admit your mistakes.
  2. Be flexible – keep an open mind.
  3. Be rational – look at all the options.
  4. Have fun – dont take this too seriously.
  5. Never get smug.
  6. Dont underprice yourself or your medium – dont attack the industry; build it up.
  7. Believe in yourself – if you think you can make it happen, you will.
  8. Never jeopardize your integrity – we win the right way or we dont win at all.
  9. Be good to your people – get them into the game and give them a piece of the pie.
  10. Be passionate about what you do and compassionate about how you do it.
  11. Take care of your audiences and your advertisers – think of them and youll win.