In a better world it would be something like "Always be honest", "Treat your employees well, they're the source of your wealth", "Take resonsibility for your mistakes and learn from them" or some such.
In reality I think it is:
Know the limits of your bullshitting skills. Know how far they can take you - and know when it's time to stop. Whether with customers, coworkers, or superiors. Don't play your hand too early, but know when to quit.
Don't compromise when you don't need to, but don't be a bastard, either.
If the guy/girl working across from you making a third of what you're making could have your job, they'd throw you under the bus in 2 nanoseconds flat. Don't give them an opportunity.
1) People like when they have a choice, it doesn't matter if its real or not (i.e. Pepsi vs Cola). if you a hustler of some sorts,give your customers stuff to choose from
2) Peoeple like discounts. Especially they like them if they think they "negotiated" the price. Decide on the discount before and let the customer feel like he made you to discount.
3) The difference between two 'identical' products is service. be that extra service.
Don't spend more than you make.
Reward and back your employees.
Don't spend more than 25% gross on rent.
Pay the experts over losing money long term doing it yourself(accounting, legal)
Enjoy what you're doing
Never put all your eggs in one basket. Always have multiple contracts with multiple clients. Work for one customer and when that ends then what? The flip side to this is never bite off more than you can chew.