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Three more additions to my Unfinished Manifesto:

People do business with people they like. People do business with people they know. But most important, people do business with people they trust. I really don’t care how big or small you are. People don’t do business with companies.

Your Brand is what your customers think it is and what you think doesn’t matter. You can create a Branding Proposition, but all that is is a promise to your customers. Your customer decides if you’ve kept, not kept, or exceeded your promise. Their conclusion is now your Brand.

The last thing you want to be is really, really good at something nobody wants to pay for. It’s all well and good to be passionate about your product or service. But if nobody wants to write you a check and you can’t make a profit, then your passion is just a hobby.