I recently spoke to a small business group and delivered what I believe are ten tenets of success in business. They were ten things I wrote down when asked “What do you think has helped your business make it for 28 years?” Number one was understanding what your business is in the business of selling. And that’s the subject of this episode. Remember: Most businesses think they sell one thing, while their clientele would tell you it’s something different. Because customers pay for the result of your product, not the actual product.
