CHAPTER 10
WHY WOULD YOU WANT TO DO THAT?
… In which we realize we have to be different in order to stand head and shoulders above the competition, and we investigate the magic arithmetic that tells us we either succeed or fail.
ANOTHER GIFT SHOP
As we choose our enterprise, our offer must be considered and precise for our intended market. In my experience, many self-employed start ups don’t have much use for any of the words in that statement – not considered, not precise, not even intended, and no idea of the market.
I love the expression, ‘Ready, Fire, Aim’ – it just about sums it up. A comedian once ruminated on the origin of egg consumption; what prompted early Homo sapiens to watch a bird produce an egg from where it produces eggs and ...
