IntroductionLay out a list of principles that ensure your continual success. Don’t tell a story with the list. Make each one it’s one piece. Make the last one slightly grander.ParagraphsPicture of successKnowledge of blockersPermission to ignore fears ExamplesNASA “Foundations of Flight Operations”Saatchi & Saatchi “How to Survive as a Saatchi & Saatchi Suit”Mischief “Things We Believe to Be True”Nike “Principles” Keys to SuccessTension: The thread of failure
