It's not what you do it's WHERE you do it.  Your beautiful perfect customers are also found in places that often have very little to do with what you sell.  As long as you know them well enough you can appear in a place that your competitors haven't ever thought of - and. then the only you need to do is not be a d*ck.

This week we are talking about why Bertie gets turned away from clubs, Paul's bad choice of biscuits and how labels really matter.  

Every industry has identical products that are being sold for polar opposite prices and it all comes down to what "information" sits around the product and not the product itself.  

The reality is what you call what you sell makes the difference between making money and making up the numbers.

It's a good one.

The reality of business is that customer loyalty is dead (in fact it probably never existed) all those customers that you think will only ever buy from you are just one click, or irritation away from buying from your competitor.

The reality is most people could make way more money by selling exactly the same thing they do now but by doing it differently.   Same product triple (or more) the profit.

There is significantly less money in your product than there is in HOW you sell it.  As Bertie relives one of (!) the most expensive hours of his life we delve it why the experience is where the money is, question if it's sustainable and despair at how most business owners mock those that offer it.

The reality is - in today's world - the customer holds ALL the power.  And that means that if you are making it in any way harder for your customer to buy from you - you will lose them.  Now while this (hopefully) sound obvious (and I am sure you are telling yourself that it doesn't happen in your business...) this kind of sabotage really happens in most businesses.  It needs to be looked for and it needs to be fixed - because if you don't there are a myriad of options where customer can spend the money they were going to give to you.

In the first episode of Season 2, we look at some real world examples, how it happens and what you can do about it.

You can't run a business without making mistakes - as we've proved countless times, (including on this podcast).  In the last episode of season one Bertie and Paul talk about mistakes in business and share some of their biggest screw ups.

It's the single most expensive cost in your business and the thing that is most likely to sabotage what you are trying to achieve, this week we are talking about hiring people.

Everyone has a business idea inside them and for most people that where they stay.  But when and if the time comes to turn that idea into something real - where the hell do you start.

In this episode Paul and Bertie are talking about what to do, what to avoid, is it actually a good idea and what you can do really early on to give your business the best chance of delivering what you want it to, well before you start shelling out your life savings.

You all know that guy you meet at networking who wears their "busy-ness" as a badge of honour.  They are so keen to tell you just how long it has been since they had a break, as if they want you to be impressed by how little life they have....it's madness

Kevin Costner has lied to you.  Just because you build it, does not mean they will come.  You have to be selling.  The. Whole. Time.  And because every market is crowded that means every part of your business is part of the sales process.