You lead the herd, not follow it. You pave new paths, not harden the already well-worn ones. You create and sell franchises, not buy them. You receive rents or royalties, not pay them. You lend, not borrow. You create and sell a brand; you’re not buying the brand. You hire employees, not seek to be hired as one. You sell products on late-night infomercials; you’re not buying them. You sell on Black Friday, not buying on Black Friday.
