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Veteran offers a four-way test for business success.

Publication: San Diego Business Journal
Publication Date: 28-JAN-08 		Format: Online
Delivery: Immediate Online Access
Full Article Title: Veteran offers a four-way test for business success.(Column)

Article Excerpt
It has been nearly a decade since selling my discount-brokerage firm, Jack White & Co. I've had time to reflect on what it takes to be successful in business, and I keep going back to the fundamentals.

No. 1: Make Integrity Paramount

Integrity is essential to the success of any business. There is an old Irish tradition that any small business would carry the name of the proprietor. This was partly so the customers would know who they were dealing with, but also because when they would walk through the door, customers knew exactly whose reputation was on the line.

I started out in commodities trading, and unless the person on the other end of the trade had complete confidence that I was a man of my word, the deal wouldn't happen.

The collapse of companies such as Enton has put renewed emphasis on the need for integrity and transparency...

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