1. Be passionate - About how your work improves people's lives
2. Be clear - About precisely how you provide that value
3. Stay focused - On what customers truly care about
4. Communicate unceasingly - Your passion, vision and strategy
5. Stay tuned in - To the rapid and endless changes in today's marketplace
6. Be kind - If you want your people to be kind
7. Stop lying - To your people, shareholders, customers and, especially, yourself
8. Trust others - Which is not the same as telling them what to do (see #7 above)
9. Give back - To customers, employees, the needy, and the environment
10. Take risks - Brand is a verb, not a noun

This list came in response to Forbes.com's ten ways for CEO's to cut back on stress. That list was so off the mark it made me wince to read it...it's like putting a bandaid on a gaping wound.

Whether you're a Fortune 500 CEO or a solopreneur in the trenches, Tom's list provides a path of authenticity worth following.

By way of Seth Godin.