Traditional teachings tell us to first determine whom we are serving and to modify our offering to meet their need. The popular term today is “pivot,” but that term will change. It used to be “inflection point.” Before that it was “paradigm shift.” And before that it was “Soooo, what the hell should we do now?” The point is, you need to sell what the customer wants, otherwise you won’t have anything to sell. On the surface, this theory seems to make sense, but it ignores the most important element of a successful business . . . you.
