Overview Chapter 2.02 Principle One

Business survival is the exception, not the norm, usually through a self-inflicted wound.

The articles in this section discuss various aspects of Principle One: Stay in Business.  It is obviously the most important of the seven principles.  Without being in business, nothing else matters.  As pointed out in the articles, unfortunately, business extinction and not long-term survival are the norm.  All companies, large and small, new and old, must live by the motto of Adapt or Die to ensure their survival.