Sandwiched between the guinea pig cage and art supplies cabinet is a whiteboard that displays special promotions, potion recipes, doodles, and sometimes pointed missives scolding her elder brother, Thing One.

I was floored by the manifesto that was written on the whiteboard today.

What struck me was the clarity and the purity of the ideas and how universal these are to any business, whether it’s a spa or a tech startup or a 30 year old services firm.

If we change our name, it will have to have something to do with changes in it. A spa is all about transformation and temporary escape — physically and maybe mentally. Intrinsic to the brand is the essence of the business. A good name should make sense and not keep people wondering too long. Re-brand with care!

If we are known for something, we must make sure we keep it our best product. Play to your strengths. Concentrate on what you’re best at. Maintain and protect your differentiated value.

If we tell someone that a product is coming soon, we should make it within four weeks. New products and enhancements to existing products are the lifeblood of any business. Once you announce a product to the market, you’ve got a limited window to deliver, or your customers will go elsewhere. Set specific goals and execute.

We must keep our promises! Simple and direct. Need I say more?

What would you add to this list?