3 chapterDefine Your Values

Competition is tough today. Your values must be clear and front and center in your business. Mark my words, if you run a small business and you don’t know your customers well, you will not survive. If they don’t respect you and what you stand for, they won’t come back. If you don’t go out of your way for them, they won’t walk through your door again. And the reality is that they will just go elsewhere. They might never tell you why but, if you think back, the answer probably will be pretty clear.

—Manny and Lily Dominguez, husband and wife,owners of a neighborhood pharmacy in New Jersey

PORTRAITURE WAS the form of painting Vincent van Gogh loved but he had no money to pay the models whom he would have hired to sit ...

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