This is a true story. I was leading a “Customer Astonishment” workshop. One individual raised her hand and said, “I know customers are important, but I just wish they wouldn’t keep calling up all the time.” I went on to tell the audience how much I love it when customers call me. I explained that those who may not “love” their customers or love hearing from them have never started their own business. When Sharon and I began Cornerstone in 1985, I remember the longing of our hearts that our very first customer would show up so we could send them an invoice. I realized that, until we had someone to invoice, we didn’t have a business. 

What do you need to start a business and succeed? Here’s my “Top 5” answer:

VISION – PLAN – PRODUCT – PROMISE – CUSTOMER

The VISION captures the passion you have for the goals that your business represents. The PLAN is the key to your credibility as a “make it happen” person. A PRODUCT is what you’ll exchange for the money you expect to receive. The PROMISE is what captures the attention of your potential customers. It says that your product is what they want and will be a reliable solution to meet their needs. Of course, the CUSTOMER is the key to everything. One of my mentors said, “You can have a talent, but it’s not of much real value until someone gives you the opportunity to use it.” You can have a product to sell, but until someone believes your promise and buys your product, you don’t have a business.

Invitation: What would you add to my “Top 5” list?

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