"Authenticity is the new black". Many startups and businesses fail to truly engage their target customers by defining their purpose in a compelling way and then make it worse by selling products and services nobody wants.
What follows is a spiral of desperate, price driven advertising that only stops when the owner runs out of cash.
Successful businesses don't happen, they're planned that way. The lack of detailed and thoughtful efforts in planning out every aspect of your business mean constant and expensive pivots, increasingly faster cash burn and wasted resources.
Was that stunning website, beautiful office and three sales staff really necessary in year one?
Being unclear about your specific target customer, their pain points and where they "hang out" means that most of your marketing investments will be wasted as you switch hastily and ineffectively between "fool's gold" campaigns.
The cost of acquiring new customers continues to skyrocket until the business goes belly up.
Owners never shift from transactional selling to a relationship selling model using a system where targeted customers are engaged using original content, converted and re-engaged using return paths that are specific to individuals.
No matter what your business, a failing sales machine means, well, failure.
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