Entrepreneur and author Paul Jarvis has an ideal customer type: people who are paying attention. He explains what that means and how it’s connected to staying well away from social media marketing.

In a world obsessed with explosive business growth, Paul also has a more cautious take that still makes for a profitable business. The key element: the relationship you have with your customers.

Along the way he discovered something that’s more useful in business than education, training, or experience.

We unpack that and also discuss…

• Scaling up your business without growth
• Being your true self to your customers
• How to avoid “selling” but be more profitable
• The sometimes-awkward transition from services to products
• And more