This document discusses six indisputable truths about reinventing yourself for the new world of work. The first truth is that your business attitude is a choice. The second truth is that the recession will never end and the economy has changed permanently. The third truth is that people buy based on what meets their needs, not necessarily what you are selling. The fourth truth is that people buy based on what a product does rather than the product itself. The fifth truth is that to lead in an industry, you need to expand beyond it. The sixth truth is that focusing on customers will lead to more customers.