To pick stocks, Mr. Wilby relies on a simple credo: "We like to buy good companies in good businesses at good prices at the right time."

Summerall will abide by a simple credo: "Watch the ball."

Yet the angst of it all drives many single New Yorkers into the arms of a thriving industry with a simple credo: there must be a better way.

More than just a simple credo, for those of the planet Vulcan, it is the cornerstone of their philosophy.

The style that has emerged from this simple credo has sometimes been described as a robust theatrical equivalent of rock-and-roll.

All the Rego changes were developed according to a simple credo: protect people, not bureaucracy; promote results, not rules; get action, not rhetoric.

Each time, as in Yugoslavia, he bore down on them relentlessly with the simple credo: Killing is wrong - and most decidedly not in your real interest.

When Haitians began to settle in New York City three decades ago, most tried to follow a simple credo: work hard and don't get involved with the authorities.

Fountains of Wayne, Mr. Schlesinger said, has a simple credo: "We try to make music that we're not embarrassed about."

Cotchery traces whatever success he has had in camp to a deceptively simple credo: Show up and work hard.