When making hiring decisions, there are three important things to consider to ensure a solid hire: the candidate's general attractiveness, competence at their role, and passion for the job and company.

All books are judged by their covers, and products are judged by their packaging. Until the books or packages are opened to see if the over-hype was lived up to, or if the under-hype was a clue to a letdown.

Advertising is not otherworldly sorcery. An advertising campaign does a good job if it brings in more customers but transactions must be completed and payment collected to be ultimately successful.

‘Fairness’ is a relative concept that gets lost in comparisons to others. What is a fair cost for some is an outrageous ask for others, not necessarily because of the value of service but from the ability to pay. So, charge those with the ability to pay more a little more, so you can offer quality service to those who can use it but cannot quite afford a premium price for it. Yet.

A business works on the exchange of cash or other valuable items for a service or item of perceived value. And the people who work in and on your business are there because of a similar exchange based on the sense of the value of the tasks they are given and the other things they could do with their time.

In order to have a business, you must have it on paper. If you are starting off your business with no documentation, you are just creating a very labor-intensive hobby.

Define the roles of everyone involved with your business early, and their escape clauses if necessary and needed. Assume both, especially if you are working with friends and family.