Genius gives birth, talent delivers.
—Jack Kerouac
Before your customers can buy your products or services, they must know that your company exists. You must teach them in person, on paper, or online who your company is and why they should care about it. Before you do, you must understand yourself.
Start by answering these questions:
• What do you have to offer?
• Why you are unique?
• Does what you have to offer meets their needs?
• Is your business trustworthy?
The first three questions tend to be easier to answer than the last. These factors impact the answer:
• History
• Reputation
• Culture
History
Every business has a story. It begins with the inspiration and ends with wherever you are today. In-between, the beginning ...
Get Building Business Capacity now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
