Kekich’s Credo Introduction


Is your business being run by default, or are you “flying by the seat of your pants”.  A few thoughts are submitted for consideration as you assess where you are and where you want to be.  Great plans, ideas or dreams will still be just what they are now – immaterial – unless definitive steps are taken, and action on your part gives them a framework of reality. So whether business this year has been up, down, or about the same – it’s not so much a matter of where you are now, but what you do from here that will impact where you’ll be a year from now.

 The following is only the first 20 of 100 of Kekich’s Credos written by Dave Kekich and published by Joe Polish of Piranha Marketing.  The full list and more about Dave and Joe’s story can be found on the web pages listed at the bottom of the page.

 Kekich's Credos
©2000 Piranha Marketing & Dave Kekich

1. Strive to increase order and discipline in your life. Discipline usually means doing the opposite of what you feel like doing. People will do almost anything to stay in their comfort zones. If you want to accomplish
anything, get out of your comfort zone by replacing your bad habits, one- by-one, over time, with good habits. Focusing on habits is the easy road to discipline.

2. Cherish time- your most valuable resource. You can never make up the time you lose. It's the most important value for any productive, happy individual and is the only limitation to all accomplishment. To waste time is to waste your life. Use your time effectively.

3. Think carefully before making any offers, commitments or promises, no matter how seemingly trivial. These, including self-resolutions, are contracts, and must be honored.

4. Real regrets only come from not doing your best. All else is out of your control. You're measured by results only. Trade excuses for results, and expect half-hearted results from half-hearted efforts. Do more than is expected of you. Be willing to pay the price. Life's easy when you live it the hard way...and hard if you try to live it the easy way.

5. Always show gratitude when earned, monetarily when possible.

6. Produce for wealth creation and accumulation. Invest profits for wealth preservation and growth. Produce more than you consume, and save a minimum of 20% of all earnings. Pay yourself first.

7. Cut all ties with dishonest, negative or lazy people. Associate primarily with people who share your values.

8. Learn from the giants.

9. A little caution avoids great regrets. Hope for the best and prepare for the worst. Keep fully insured physically and materially and keep hedged emotionally. Insurance is never for sale when you need it.

10. Learn the needs of the “other side,” offer as little information as possible, never underestimate your opposition, and never show weakness when negotiating.

11. Never enter into or invest in a business without a solid, well-researched, well thought-out, and written-out plan. Execute the plan with passion and precision. Plan and manage your life the same way.

12. Success comes quickly to those who develop great powers of intense, sustained concentration. The first rule is to get involved by asking focused questions.

13. Protect your downside. The upside will take care of itself. Cut your losses short - and let your profits run. This takes tremendous discipline.

14. The primary purpose of business is to create and keep customers. Marketing and innovation produce results. All other business functions are costs. Prospecting and increasing the average value and frequency of sales are the bedrock of marketing and business.

15. Pay only on performance. Whatever you reinforce or reward, you get more of.

16. Competence starts with guaranteeing your work.

17. Life operates in reverse action to entropy. Therefore the universe is hostile to life. Progress is a continued effort to swim against the stream.

18. Find out what works; then do more of it.
Focus first on doing the right things, and then on doing things right by mastering details. A few basic moves produce the most income.

19. Use leverage with ideas (the ability to generalize is the key to intellectual leverage), work, money, time and people. To maximize profits, replicate yourself. Earning potentials become geometric rather than linear.

20. Rationalizations are generally convenient evasions of reality, and are used as excuses for dishonest behavior and/or laziness.


Interview with Joe Polish and some of Dave’s principles

(All 100 Credo's are found in the PDF file at the bottom of the above webpage.)

Joe’s web site


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