19. Don't Back Down
"When you're faced with a decision, always choose the bolder option. The most extraordinary things are created by ordinary people."
-- Simon Walker, managing director, Challenge Business
20. Brands Stop Here
"Brands were built as a substitute for relationships. Today, they are the antithesis of relationships because they can't -- and shouldn't -- change based on information about me, the customer."
-- Martha Rogers, partner, Peppers and Rogers Group
21. A Penny Saved
"Accept that you're a creature of the marketplace. In the current economy, if you have a single business and can do it well, you should be happy with it. Do one thing properly, and carefully evolve that one thing. Figure out how much money you're going to make, and spend less."
-- Michael Saylor, founder, chairman, and CEO, MicroStrategy Inc.
22. Keep It Simple
"I tell my staff, 'If the solution you're proposing isn't simpler than what we're doing today, then don't even bother telling me about it.'"
-- Peter Foss, president of the Polymerland division, General Electric
23. Raise Your Brand
"You can't control your brand. It's like a kid. You can raise it, but in the end, it will do what it wishes. Brands need strong and loving parents."
-- Scott Bedbury, founder and CEO, Brandstream
24. Be All You Can Be
"Leadership is an army you have to enlist in. You can't get drafted into leadership. You can get drafted into management."
-- Rayona Sharpnack, founder and president, the Institute for Women's Leadership
25. Winning the Battle, Not the War
"If you're a traditional employer, beware: You're a way station for talent just until the economy clears up."
-- Bruce Tulgan, founder, RainmakerThinking and author, Winning the Talent Wars
Anni Layne (alayne@fastcompany.com) is the Fast Company senior Web editor. Linda Tischler (ltischler@fastcompany.com) is the Fast Company managing editor of new media.
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