-- Embrace change. Right now, Microsoft fears it. Hire some entrepreneurs and set them to work creating a Windows-killer. Eat your own lunch before someone else does.

-- Seduce your customers. Don't lie to them, mislead them or threaten them. Draw them in by making them love you, not fear or hate or resent you.

-- Compete. Hard. With newer, better, faster, cleaner, smarter products and services. Make customers want to dig into their own pockets. Make them salivate. Make them lust after things they don't have to accept but really desire.

-- Be first, be on target, be unique. You win biggest when you're offering what customers want -- and nobody else has.

-- Quit following. Start leading. And soon you'll be promoting more competition than you know what to do with.