不過，不能小看的是川普生意經裡還有貨真價實（Deliver the goods）和自我增值（Enhance your location）這兩條非常正面、非常高大上的理念。「如果你不能拿出好的商品，別人最終會知道。」（But if you don't deliver the goods, people will enentually catch on. ）川普還說，「首先並不需要位於最好的地段，你需要的只是最好的交易，要通過宣傳和心理戰提升其價值。」（First of all, you don't necessarily need the best location. What you need is the best deal. Just as you can create leverage, you cann enhance a location, through promotion and through psychology.）
川普自視美國的產品、科技和理念是傑出的，這是他的底氣所在。那怎麼去宣傳和打心理戰呢？川普又說了，要想讓別人知道，就要說出來（Get the word out）。而新聞界是免費宣傳的好幫手—劃重點：免費—這完全符合其生意經中控制開支（Contain the costs）的理念：不得不花錢的才花，不該花的不多花一分。（I believe in spending what you have to. But I also believe in not spending more than you should. ）
自己發推特免費吧，還隨時隨地。與此同時，川普不忘通過自己的與眾不同與膽大妄為引起媒體的聚焦和興趣，給自己做免費廣告。（The point is that if you do things that are bold or controversial, the press is going to write about you.）從前如此，現在也如此。
虛張聲勢也是川普愛用的做法，對此他說：人們也許不總是有雄心壯志，但他們仍然會被有雄心壯志的人所帶動。這就是為什麼有一點兒虛張聲勢不會有什麼錯。人們願意去相信那些最大、最棒、最壯觀的。（People may not always think big themselves, but they can still get very excited by those who do. That's why a little hyperbole never hurts.People want to believe that something is the biggest and the greatest and the most spectacular.）孫子兵法中不也有「樹上開花」的計謀嗎？虛虛實實，以假亂真，讓敵人摸不清情況，川普對此很擅長。
