Code of Honour

• Attention is when they look at you. Reputation is what they think once they’ve looked away.
• Only brides and dead men get photographed.
• Let them say what brings clients, not investigators.
• A man sees the sign when he’s looking for the answer.
• Be someone people want to tell the neighbour about.
• A client comes on the day somebody else let him down. Be there that day.
• Don’t listen to the client’s words. Listen for the life he wants.
• An honest no costs less than a bad job.
• Start where you know every corner.
• A frame puts one thing forward and hides another. Check what you’ve hidden.
• Desire isn’t made. It’s found, and shown the way.
• Don’t show a man the thing. Show him himself after he’s bought it.
• Treat people to what you sell.
• A taste leaves a man free. A favour leaves him in debt.
• The right to approach is earned, not taken.
• What you’re good at should fit in one sentence. Nobody retells a long one.
• End the conversation with a step, not a smile.
• A legend stands as long as every new client bears it out.
• A name without deeds lives until the first check.
• The more a name is worth, the more people want to wear it.
• Let the Business make the promise, not just you. You won’t live for ever.
• A business everyone likes is usually a business nobody needs.