Magnetic

1Why Magnetic Matters

This is what magnetic looks like. This is the art of attracting business.

I took this photo from my car one wet, dreary morning outside the Pancake Pantry in Nashville, Tennessee. This photo perfectly captures the core message of this book and what it means to your business: To be so good at what you do that your customers tell others, creating a steady stream of new customers.

The ideal caption for this photo would be a statement from W. Edwards Deming, who many people believe was the greatest business thinker of our time:

“Profit in business comes from repeat customers, customers that boast about your product or service, and that bring friends with them.”

For a business…any business…your business…that's the gold standard. Magnetic means that the customers come to you. Customers are drawn to you.

The Art of Attracting Business

So, how do you make it happen? The quick answer is that you become incredibly good at what you do. So good that people talk about it. For the Pancake Pantry it's a combination of a great location combined with really good pancakes served by really good people at a fair price. That's it. It's simple, but don't kid yourself that it's easy. It's not. There's no one-size-fits-all template that this or any other book can slap on top of your business to make it successful.

On the one hand, what it takes to make a business magnetic is ...