Choose your customers

Never forget that absolutely everything you do is for your customers. Make every decision—even decisions about whether to expand the business, raise money, or promote someone—according to what’s best for your customers. If you’re ever unsure what to prioritize, just ask your customers the open-ended question, “How can I best help you now?” Then foc

Choose the people who want what you’re offering. Choose the people most open to hearing your message. Choose the people who will tell the right other people …

the option of trusting your self. This combines two choices: Choose to make work that matters a great deal to someone. Develop an understanding of genre, work to see your audience’s dreams and hopes, and go as far out on the edge as they’re willing to follow. Choose to be peculiar. Choose to commit to the journey, not to any particular engagement.

Your idea can be scaled down to the basics—do it now, do it on the cheap, and do it quickly—and then iterated upon. Start without automation or infrastructure or overhead. Start by helping one customer. Then another. This puts your focus on helping people immediately with what you’ve got available to you right now. Work on things like sales funnels

You'll note that I've started with you as the center of your business building process, and there's a reason for this. Part of the challenge of getting something started is that you look externally into the world and you see all sorts of things that you might do. That array of choices keeps you from doing something.

If you’re going to build a successful business, it’s useful to have a basic understanding of what people want.