Keep moving your business forward - by introducing new products, by keeping the décor looking fresh and by constantly innovating and surprising your customers - and your pub will be travelling in the right direction.
One publican who has fully taken this message on board is Mark White.
The licensee of the Cross Keys in Henley, Suffolk - representing rural pubs in Sell More, Save More - has made some positive strides forward over the past month.
As well as the introduction of a new menu, assembled with the support of food champion 3663, he has given the whole interior a new look.
Following a visit from Sell More, Save More project manager Carl May earlier in the year Mark has put a number of activities into practice including:
• A fresh coat of paint throughout
• The introduction of lighter colours and cushioned seating in the snug bar, encouraging people to linger longer
• New curtains throughout including dressing the french doors to the garden
• The introduction of a relaxed seating area in front of the fire in the dining room
• Flowers on each table
• A refresh for both the ladies and gents toilets.
The Cross Keys is looking good - and the £4,000 project has proven that publicans don't need to break the bank to make a real difference to their pubs. The bulk of the expenditure went on new upholstery and curtains, with the remainder on simple decorating materials.
"The pub looks very different and people love it," says Mark.
"The biggest triumph has been our snug bar. Before it was a dark chocolate brown and people used to hate to sit in there. Now we've brightened it up and brought in some cushioned seats - it's got a lovely warm feel, and people walk in and feel like they want to stay there."
Mark says the need to revamp the snug bar was confirmed when he sent out a questionnaire to local people during proud of Pubs of Week.
"It was one of the biggest things that came up. They suggested the snug needed a more homely feel," he says.
The new menu, with a stronger emphasis on local food, is also going down well - with the biggest seller now sausages and mash with onion gravy, including sausages reared within Henley itself.
Another change has seen the menu written up on blackboards, rather than on individual menus, meaning changes and additions can be made simply and quickly.
Early success for the new look came over Bank Holiday weekend at the end of August, when a mini-beer festival and bouncy castle also helped boost trade.