customers and your employees. i love your first point, which is customers are not always right. don t try to excite everyone. try to excite the right people? absolutely. most businesses are following let s grab as many as possible. some customers can be toxic to your business. you can overservice them and underservice your loyal customers. be conscious of who are good customers, who you want to focus on. send the others to your competition. that is what i call a win-win. focus on profit not market share. same thing really right? small businesses focus on growth. sometimes they pursue growth at all costs. we call the best sales maker