You are not Costco. Or Target or JC Penny. You can’t be everything for everyone.  You’re not Amazon either.  So if you’re a smaller business, focus on your core customers–the ones who pay the bills.  And use the one competitive advantage you can easily use: Personal Contact. That’s right. Personal connection with the customer. Know them by name.  Know what they like.  Be nice to them. Treat them well. That’s all.  And focus on the long term.  And no bullshit…

True Story: Joe runs a pizza place with 4 employees.  When he is not there, the place runs better than when he is there. Pizza goes out on time, tables get cleaned, customers are happier. 1.  Is Joe a good  leader or a bad leader?  A. Good  B. Bad   C. Can’t Tell Joe’s brother, Ralph, runs another pizza place down the street, also with 4 employees. When Ralph is not there, the place is a disaster.  Customers wait almost…