Key learnings:
1. Don't make DiY the norm, get other people involved asap. The 'Rule don't run' philosophy.
2. Don't let anyone push you around. You will always know your business better than everyone else.
3. Don't be afraid to do out of the box or weird things in your marketing.
4. Always go to the blue oceans.
5. Create products or services that cause a behavioral shift or solve a major problem (ie: look at the sustainable/millennium development goals) and you have to care about it in a major way.