You’ve probably heard of Emeril Lagasse, Mario Batali, Bobby Flay, Julia Child, Paula Deen, Rick Bayless, or Jacques Pepin. They’re great chefs, but there are a lot of great chefs out there. So why do you know these few better than others? Because they share everything they know. They put their recipes in cookbooks and show their techniques on cooking shows.

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You can advertise. You can hire salespeople. You can sponsor events. But your competitors are doing the same things. How does that help you stand out?

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Never hire anyone to do a job until you’ve tried to do it yourself first. That way, you’ll understand the nature of the work. You’ll know what a job well done looks like. You’ll know how to write a realistic job description and which questions to ask in an interview. You’ll know whether to hire someone full-time or part-time, outsource it, or keep doing it yourself (the last is preferable, if possible).

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So build an audience. Speak, write, blog, tweet, make videos–whatever. Share information that’s valuable and you’ll slowly but surely build a loyal audience. Then when you need to get the word out, the right people will already be listening.

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All companies have customers. Lucky companies have fans. But the most fortunate companies have audiences. An audience can be your secret weapon.

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People and situations change. You can’t be everything to everyone. Companies need to be true to a type of customer more than a specific individual customer with changing needs.

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We’re all terrible estimators. We think we can guess how long something will take, when we really have no idea. We see everything going according to a best-case scenario, without the delays that inevitably pop up. Reality never sticks to best-case scenarios

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