Trust your customers to know what they want.  And when you sell to other businesses, those are mainly business-related achievements.  But businesses are still run by people, and people are ultimately driven by the WIIFM urge.  Saying “what’s in it for me” conjured too many negative stereotypes, so allow me to debunk this impression right…

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What are you branding when you brand your business? Is it the product? Is it the culture? Or is it you personally? Yes, yes, and yes.  There are degrees to branding: all of what I mention above deserves separate consideration in terms of branding.  When you are a small business owner, it starts at the…

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