I hate firing people, and never sold a share of what I promote.
Be professional, and compete. Be fair, and we will recognize it. I will give the opportunity to learn and won't condemn for an honest mistake. Bring something to the table though. Contribute something useful. Not everyone can do that.
It should be fun and comfortable to go to work. When people like their jobs, they do their jobs well. In the long term, its your people who make you rich.
Long term innovation, hard work, and square dealing leads to something no one can knock... corporate character. In the long run, these are the only people who survive.
Unfortunately only some of the CEO's create this type of working environment.