Doing business isn't like waging a war, says fast-food chain boss John Vincent.
BBC News CEO Secrets
Entrepreneur Stephen Parker describes his quest to build a software empire from Stoke.
Shampoo tycoon: 'Don't try to solve all the technical problems. Leave the details to the experts.'
Restaurant owner David Moore says "don't ruin the business while chasing Michelin stars".
Winnie Awa says to boost her sales, she had to understand her customers' haircare problems.
Step out of your business niche and you could be in a minefield, says entrepreneur PJ Farr.
CEO Secret: "If you call yourself an ethical company, you'll have to back up every claim you make."
"Love the problem", advises Sean Petterson whose firm makes monitors to curb workplace injuries.
Treat your customers as "all knowing", says beauty and fashion firm boss Michael Broukhim.
"Always have a Plan B, it may be better than your Plan A" says spinning studios boss Melanie Whelan.