18 Nov Valuing style over substance
This is one of the most serious and prevalent small business sins. Eccentric PR, look-at-me broadcasts from self-styled experts, publicity-seeking headlines, celebrity videos and pretty-looking logos on a website are not representative of the substance that is needed to make a business successful. Business success is based on what you can deliver, and what measurable or quantifiable value you can provide to a target group of customers and at a profit. A glossy looking brochure or flashy online ad will not generate sales unless you have a product which is packaged and priced to meet genuine demand. Style and soufflé is vanity, substance and surplus is sanity.