Number 1

“If you build it they will come.”
Unfortunately, this is not the case. Funding should always be set aside for advertising and marketing. Even shouting from the rooftops is more likely to bring interest to your business than assuming just because you are there, that clients will come to you.

If you build it, you could be the only one to know about it.

Number 2

“Knowledge is Power.”
Knowledge on its own is of little real use, you can be full of the most esoteric, wonderful information, but if it does not help you to achieve your goals, or driver you forwards then it is of little value.

It is applied knowledge which is powerful

Number 3

“The customer is always right ”
The customer has come to you because they need the service you provide. Your expertise is what will prevent them from getting it wrong. Obviously they are not always right – just make sure you choose your words carefully when you tell them.

At the end of the day the customer has the final say, right or wrong.

Number 4

“Failure is bad.”
Christopher Columbus failed to make it to Asia but happened to stumble across America – so
not really a failure by any standard. Failure makes you rethink, retry and improve.

“Anyone who has never made a mistake has never tried anything new.”- Albert Einstein.

Number 5

"I don't need marketing - the product sells itself."
How many times have you heard this on shows such as Dragons’ Den? No product sells itself.
In a market where new products are created everyday, you need to know exactly why your
product is worth investing in and what you offer which is different from the competition.

Products don’t have the power to sell themselves, you do.

Nunber 6

“Hard work will bring you success.”
Hard work can bring success as long as you are working hard on the right thing. No matter how hard you flog a dead horse, it won’t finish the race.

Working hard is worthwhile, hard work might not be..