Great question. Off the top of my head... 1. if (ethics != 100%) return(DontBother); 2. Regardless of paperwork, you're *married* to your co-founder. 3.

Great question. Off the top of my head... 1. if (ethics != 100%) return(DontBother); 2. Regardless of paperwork, you're *married* to your co-founder. 3. if (CofounderMarriage == wrong) return(StopNow); 4. Customer first, technology second 5. Make your customers love you, everything else gets easier. 6. Evangelize, evangelize, evangelize. People love passion. 7. When in doubt, release. If you did #5, they'll understand. 8. Get constant feedback. You don't know your requirements. 9. Run out of cash and you're dead. 10. Have fun! [EDIT 11. Accept feedback willingly and implement as appropriate. Thanks, idlewords.]