1.  "Good is the enemy of great" -- Don't get complacent !!

      2.  "Level 5 leadership is required"
                 -- Leadership that is both humble and ferocious !!

      3.  "First who?, then what?"
                 -- Anything can be achieved with the right people in the right positions !!

      4.  "Confront the brutal facts, yet never lose faith"
                 -- Confront reality with steady dertermination !!

      5.  "Have a hedgehog concept"
                  -- Find the one big thing your business must focus on !!

      6.  "Create a culture of discipline"
                   -- Make performance and effectiveness everyone's responsibility !!

      7.  "Use Technology Wisely"
                   -- Inappropriate use of technology can cause problems !!

      8.  "Build flywheels" -- Build systems that create and sustain momentum !!

      9.  "Avoid doom loops" -- Reacting without understanding doesn't work !!

    10.  "Build a business that will last" -- See page "Built to Last" !!