Our 'Six Commandments', first appeared around a decade ago
in our brochure. We've seen no reason to amend them. 

There are other rules we swear by. First among equals, perhaps, these, from George Orwell (Politics and the English language):

(i) Never use a metaphor, simile or other figure of speech which you are used to seeing in print
(ii) Never use a long word where a short one will do
(iii) If it is possible to cut out a word, always cut it out
(iv) Never use the passive where you can use the active
(v) Never use a foreign phrase, a scientific word or a jargon word if you can think of an everyday English equivalent
(vi) Break any of these rules sooner than say anything outright barbarous

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"No knowledge ever reaches the brain without first passing through the organs of the senses" - Laura Esquivel                    "Where there is no vision, the people perish" - The Book of Revelations                    "It takes time and pressure to make a diamond" - Maya Angelou                    "If it's not good enough, you're not close enough" - Robert Capa                   "Tell me and I'll forget; show me and I may remember; involve me and I'll understand" - Chinese proverb                    "The significant problems we face cannot be solved at the same level of thinking we were at when we created them" - Albert Einstein                    "Disarm with candour" - David Ogilvy                     "Accentuate the positive, eliminate the negative" - Johnny Mercer                    "Dib dib doo, the cat's got flu, the dog's got chickenpox and out goes you " - playground chant                   "There's no point having sharp images if you have fuzzy ideas" - Jean-Luc Godard