1. Success is not about doing the right thing; it is doing what is required.
2. Luck plays a bigger role in the final outcome than most people are prepared to admit. (If you deny luck, you will miss the opportunity it brings.)
3. Some form of personal gain drives all of human behaviour. (WIIFM)
4. Don’t bother with it if you can’t measure it. (In business, not love.)
5. Eventually everyone realises that money does not matter.
6. It does not matter what you are good at, it matters only what the customer wants.
7. Anticipated regret is more powerful than anticipated pleasure.
8. People always overestimate the benefits and underestimate the risks.
9. Being right counts for nothing.
10. With every person added to a group, it becomes marginally less productive and more dysfunctional.