13: VISIBILITY Stay off of the radar screen.

There are few good reasons for an enterprise to seek high levels of visibility. Bad news is more newsworthy than good news. Over an extended period of time, most high visibility companies will generate more lines of bad print than good. And all the while your are providing competitive intelligence to existing and potential competitors. Unless your business model or industry requires high visibility, keep your business to yourself. Your strategy and tactics should not be divulged to anyone. Maintaining secrecy while developing plans and executing strategy is paramount to most successful initiatives. Keep the books closed and your intentions ambiguous. Confide in a small circle of compatriots. Do not publish wins and losses. Do not tell the enemy how much ammunition you have left.