My good friend, Ron Morris, a highly successful serial entrepreneur whose most recent venture is his own business talk radio network, told me that his first rule of negotiations is to never, ever, ever trade cash for a promise.

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And since I know that the other side in Congress have promised they'll never raise taxes as long as they live, this is a good time to keep that promise when it comes to businesses that are putting Americans to work and helping break our dependence on foreign oil. (Applause.) So we should extend these tax credits.

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The trick to staying a good, strong brand is the ability to evolve this promise over time, never losing sight of what makes your brand different, and never losing sight of the need to keep it relevant in a changing marketplace.

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It is a promise to create a world that nothing else can and where I become what I can never be.

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