Book excerpt: Howard Tullman is now into his second year as CEO of Chicago's digital startup hub, 1871. His time-tested business advice continues into 2015 with the newest volume in the Perspiration Principles series. It includes the now long-standing tradition of Tullman's direct, to the point, and sometimes "in your face" advice to new and seasoned entrepreneurs as well about every aspect of the startup business and the culture which enables it as well.