The days of “create a product that is so good that it will market itself” are gone. As are the days of “create a website with information about your business and sales pitches about your offerings, and the web visitors and sales will just come”.
Can you think of one successful business owner who is not passionate about their business and what it offers?
Business owners who are obsessed with what they do have a contagious enthusiasm that automatically benefits their business and sets them apart from their competition.
This year I coordinated the Vodafone SMB Index, a national survey of over 1,000 Australian small-to-medium business (SMB) owners, which produced some interesting and encouraging insights into small businesses in Australia.
The Index found that Australia is a nation of ambitious entrepreneurs and successful young start-ups (most Australian entrepreneurs are small business owners).
If you are still selling products to the masses in this era of the niche and choice, you are missing out on the opportunity to do more with less – something that is very important to a small business.