Choose the Right Business

A Warrior without a King

How does a professional know what business is right for her?

Keep the following in mind:

  • You are not entitled to the business you want. Instead,
  • You are entitled to the understanding what is working in the market. Do that by…
  • Selling to people who want to buy from you.

If being in the right business is easy to do, most would have already succeeded.

Choosing the right business heavily depends on reaching your customers and creating value that matches their world views.

By the way, the easiest customers to reach are almost always the worst customers.