Rule 6: Celebrate your success. Find some humor in your failures. Don't take yourself so seriously. Loosen up, and everybody around you will loosen up. Have fun. Show enthusiasm — always. When all else fails, put on a costume and sing a silly song. Then make everybody else sing with you. Don't do a hula on Wall Street. It's been done. Think up your own stunt. All of this is more important, and more fun, than you think, and it really fools competition. "Why should we take those cornballs at Wal-Mart seriously?"
Over the years we have used this approach at trade shows. Among other things we had a three ring circus, a 400 square foot bike shop with roof, windows, and faux brick walls, a cemetery for our helmet line with epitaths for those who didn't wear helmets.