The bloom is off rose, roosters are coming home to roost – use whatever metaphor fits your business or culture! But, get net/net – "new digital economy" is starting to get down to some real fundamentals. Don't get caught in downturn, learn to grow organically using targeted marketing and customer referenceability. New rules for surviving meltdown:

1)Cash is king – husband your marketing resources as much as you can by driving hard bargains with all suppliers - or perish thought use equity to leverage your cash on hand. If your vendor/partners take some equity (as we do in our clients) then you know they are really committed to success of your company! And, with downturn in IPO market, you may be saving yourself some money in long run.

2)Love your customers – be absolutely committed to your customers, do what it takes to make them successful in marketplace and they will respond in kind by recommending your firm to members of their community. And, yes, you can ask them if they will recommend other potential clients.

3)Give you customers some equity in your company – this marries them to your firm (see two above) and helps to motivate them to help your company grow and prosper.

4)Co-brand or partner where you can – meaning, find a partner in your market segment who is doing well and develop a revenue share (classic win/win) model which helps both of you grow by sharing market information.

5)Get digital in your marketing processes, if your business model is focused on delivering goods and services via web. Every marketing type is recommending opt-in e-mail this Fall, but they are right, it works well; prices are dropping - YesMail for instance, has an $150 gross CPM Holiday Promo underway for most of categories, with about 7M opt-in addresses available!

My friend's million is his share of proceeds from sale of company. His boss was made an offer which he viewed as a good return on his investment. So he sold out. My friend got his million and lost his job.

Now, a millionaire would say "What a great opportunity! How can I use my capital to build a real fortune?" Instead, my friend has started looking for another job.

At 43-years old he can't imagine life without a 'proper job.' He is an institutionalized employee.

Being a millionaire, isn't really about having a million pounds or dollars - you need to have a millionaire's mentality.

What is that magical mindset, and how does it differ from way regular 9-5 folk think?

John Paul Getty said it:

"Luck, knowledge and arduous work - especially arduous work - are all necessarily for a man to become a millionaire. But above all that, he needs what can be called 'millionaire mentality': that essential state of mind and conscience which mobilizes intelligence and all talents of an individual to accomplish his tasks and realize goals he has set for himself in business."

The only thing I would disagree with great J.P. on is 'arduous work.' Sure, to get anywhere you need to work hard, but if you love what you are doing, it is hardly arduous. I prefer to think of 'smart work.'

Keep an open mind. -----------------

True millionaires see world slightly differently. Their minds are open to opportunities. A good example of this alternative way of thinking is Richard Branson, boss of Virgin Airlines. The story goes that he had taken a bunch of journalists to LA for his inaugural flight to that city. After a pleasant few days in a top hotel, journos were all in lobby waiting for a limo to take them back to airport. One young woman went up to Branson and asked him following question:

"Richard, I don't want to be a hack all my life, what is secret to making money?"

Branson looked around and said, "Just keep your eyes open and answer jumps right at you. Look at those outdoor heaters hotel has around pool, for example. I've never seen them before, and with English weather way it is, I'd bet they would sell like hot cakes at home. Find out who makes them and see if you can get UK distribution rights."

Out of interest, woman checked it out and was told she could buy rights for $3,000. She didn't bother.

Last year, company that did buy those rights was sold for $25m.

Goals -----

Goals are roadmap to our success. With a good map we get to our destination with minimum of fuss. Without one, we flounder and get lost.

Every millionaire - whether they have money yet or not - is goal-focused.

Whatever process you use to set yourself goals, this is one aspect of success that you should never stint on. The simplest method - and one which works well for me - is to have a 'goal moment.' Fifteen minutes set aside each week to focus your mind on your life's 'most desires results.'

On a sheet of paper, landscape (I use a yellow legal pad), make four column headings: