Easy to say, tough to do.

Ready? OK.

1. One thing. Your Unique Selling Proposition (USP) must be simple, powerful, easily understood by everyone you do business with -- employees, suppliers, customers.
2. Fulfill the promise. Do what you say you will do, always, Any failure to meet your USP can be fatal. But failures will happen. Meet them with kindness, and redemptive behavior. Think of the result as customer make-up sex.
3. Don't lie. This starts with no lieing to yourself. Delusion is the first temptation of success. Always keep someone close who will tell you the truth about yourself, and let them. It's going to come out, whatever it is. The rule is not, don't let it. The rule is, don't do it.
4. Identify with your customer. It's not just, the customer is always right. It's, you're the customer. Your interests are their interests.
5. We're all publishers now. Your job is to organize and advocate a community or lifestyle. That's your business. Organize what your customers want into one place, and be an advocate for their interests.
6. Keep it simple. Don't let the complexity of a growing business tear you away from a simple, coherent message. Some profits aren't worth chasing. Stay in your niche.

Like I said, easier said than done.