Does it make money?’ is not a bad question. It’s a great question. It’s just a bad first question. It starts you off pointed in the wrong direction.” He let Joe ponder that for a moment, then continued. “The first question should be, ‘Does it serve? Does it add value to others?’ If the answer to that question is yes, then you can go ahead and ask, ‘Does it make money?’” “In other words,” said Joe, “exceed people’s expectations, and they’ll pay you even more.”
