Introduction: ready, fire, aim

Ready. Know your gut ; Know what you want ; Fall in love with what you do ; Choose to be lucky ; Let everybody know what you do ; Wear the right uniform ; Have a tough skin

Fire. Get in the game ; Screw it, you got to see what happens ; Always have a house to show ; Your gut is the godfather, your head is the consigliere ; It's not finished until it's finished ; Always kick the football the same ; Remember the big picture

Aim. Risk smart, not hard ; Embrace rejection ; Confront your weaknesses ; Shift happens ; Let mistakes open your eyes ; Not every failure is a mistake ; Success.