Chapter Twelve

Where to look for the best customers

Customers are the food your business needs to nourish itself. In the same way you need food, your enterprise cannot do without customers and if you don’t have enough, you soon feel hungry. Also, like food, some customers will fill you up but not really provide any lasting benefit, whereas others will be full of concentrated goodness.

Your challenge is to feed your business with a balanced diet of customers and not live hand to mouth.

“Emergencies have always been necessary to progress. It was darkness which produced the lamp. It was fog that produced the compass. It was hunger that drove us to explore.”


What are your marketplace boundaries?

When you start your own business, your ...

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