In a crowded marketplace, flooded with content every day, it’s not always easy to stand out. Many entrepreneurs try to spend as much money on marketing as possible, just hoping some new clients will come out of those efforts. However, there is a better, strategic way to identify and interact with your customers. So, rather than throwing specific marketing activities at you, a thoughtful consultant will first help you determine the important questions to ask. Who is my customer? First,…

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A client recently came to our office and shared with me her story. Long ago, she said, a friend told her: just do it! And she followed his advice, and just did it: started a business, with no business plan, no goals, no market segmentation, no signed up clients. Six months later, she ran out of cash. She went a got a loan. Another six months later, she defaulted on the loan and had to close the business. This is…

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