1. Start with your customer’s objectives, not your own

2. Be clear about what it is you wish to achieve

3. Recognise that it’s easier to change behaviours than attitudes

4. Understand what’s stopping people from doing as you’d wish

5. Treat technology as a servant not a master

6. Have a strategy that’s right for you, rather than copying someone else’s

7. Don’t wait for everything to be perfect before starting