Book excerpt: The third volume of Tullman's straightforward, plain-spoken, basic principles which are crucial to the successful launching and development of a new start-up today in almost any technology-driven marketplace. Tullman's 45 years of valuable and profitable experience relating to new business development, technology, people, products and services, customer satisfaction and just about everything else there is to the art of being a serial entrepreneur are the powerful foundation for a different kind of how-to book based on actual client and customer projects, programs and solutions written frankly by someone who has done it over and over again.