I really like these 10 guiding business principles that San Antonio, TX headquartered insurance company USAA has lived by: Exceed customer expectations Live the Golden Rule (treat others with courtesy and respect) Be a leader Participate and contribute Pursue excellence Work as a team Share knowledge Keep it simple (make it easy for customers to do business with us and for us to work together) Listen and communicate Have fun Too many companies don't make it simple for their customers to do business with them. Is it easy for your customers to: Buy from you? Make returns? Get pricing and terms? Receive timely responses to their e-mails? Quickly get answers when phoning your company? You can find more examples of companies with impressive guiding principles in the book, 1001 Ways To Energize Employee s .