Principle #1
Put the customer first

The customer must be paramount.

Of all the people interested in your business, by far the most important are customers. You might be tempted to think of yourself or your investors or your employees as the most important.
They and you are all secondary. In truth they might actually be primary, yet unless you serve your customers and fully satisfy their needs, no one else’s needs get served. So, even if you don’t really believe your customers are more important than yourself or your investors, treat them like they’re the only important people in the world.
If you don’t satisfy your customers, it’s all a waste of time. Your business won’t survive, and nobody gets satisfied. The customer is everything for a business. Don’t ever forget it – not for a moment.