Care. Care more than you need to, more often than expected, more completely than the other guy.
Effort is its own reward if you allow it to be.
Everyone picks the best one when given a choice.
Figure out the people part and the technology gets a whole lot simpler.
More than anything else, I think prospects, customers and citizens watch what you do more than they listen to what you say.
Here's the thing: The book that will most change your life is the book you write.