Not sure if that is his real name, but that is what he goes by. He’s my pro bono business strategy adviser.

He’s homeless, sleeps in a cardboard box inside an underground walkway outside Hiroshima train station.

1. Do right by people. If you aren’t making sales, you may be looking at your prices or your features, but the problem is more likely in your reputation or lack thereof.

2. The passionate about being the best at what you do. Half heartedness shows.

3. Be profitable. It’s hard to bankroll “best-ness” when you’re not profitable.

4. Hire people with character. Character means more than skill. Employees who lack character will embarrass you and hurt your brand.

5. Never marry.

6. Don’t be afraid of risks. Take risks.

7. Be a good person. Value rightness. It will show and people will want to do business with you.