Be really good. Publicize that fact. Don't call attention to competitors. Don't go picking fights. Don't take Getting Real as some sort of gospel; it's a ap

Be really good. Publicize that fact. Don't call attention to competitors. Don't go picking fights. Don't take Getting Real as some sort of gospel; it's a aphoristic collection of anecdotal observations based on limited experience and selective recollection. That's not to say it isn't useful, but it's just one data point among many.