Strategy for Subversives

  1. Ready. Fire! Aim.
  2. If it ain’t broke, break it!
  3. Hire crazies!
  4. Ask dumb questions.
  5. Pursue failure.
  6. Lead, follow, or get out the way.
  7. Spread confusion.
  8. Ditch your office.
  9. Read odd stuff.
  10. Avoid moderation.

Kevin Roberts, CEO of Saatchi & Saatchi Worldwide and author of Lovemarks.