This is a must-read. Here is a summary of the 10 lessons:

- Go into your cave.
- It's okay to be the King.
- Transcend orthodoxy.
- Just say no.
- Serve your customer. No, really.
- Everything is marketing.
- Kill the past.
- Turn feedback into inspiration.
- Don't invent, re-invent.
- Play by your own clock.