10 Rules for Losing in Business

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1. Quit Taking Risks!

2. Be Content!

3. Always ask yourself “What would the founder have done?”

4. Rely totally on research and experts to make decisions for you.

5. If you want to lose, be inflexible.

6. Concentrate on your competitor instead of your customer.

7. Put yourself first.

8. Administrative concerns take precedence over all others.

9. Look to someone else to do your thinking for you.

10. Memorize the motto, “That’s good enough.”


-Donald R. Keough, President, Coca-Cola, Inc.