1) Live the brand
T-Mobile CEO John Legere, who soon started wearing the magenta-and-black uniform of store staff, and now has a whole closet dedicated to the brand’s bright pink apparel.
2) Find the right name
3) Get out of failing industries early
4) Virgin sold its music retail business in 2007.
5) Focus on customers
6) Use your personality
7) Scrutinize your product
8) Beat the big guy
“What the little one has to do is figure out what the big one either is structurally unable to do because the rule book says you can’t, or they’re unwilling to do because they don’t have that entrepreneurial spirit,” Bill McDermott, CEO of SAP