the never list

Never sell a service or product that you cannot deliver.

Never work for someone who isn't as smart as you are.

Never work for or with people with a lesser moral code than your own.

Never cut any corners, there is no such thing as a free lunch and everything has a cost, even if you can't see it right in front of you.

Never keep a bad client just because they're willing to keep paying you.

and so on

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