When entrepreneurs set out on their dream-inspired journeys armed with grit, determination and a will to succeed, the path ahead often seems promising and bright. And it should be. Every entrepreneur’s journey into the checkered world of business ownership ought to be one driven by passion, self fulfillment and a desire to make a difference. In your “pursuit of happiness” however, every business owner should stop to ponder, “what business am I really in?”

Is the lady who makes fantastic home-made cookies in the baking business or is she in the comfort business?

Is the accountant in the business of planning your finances or fulfilling your dreams?

Is the hair dresser in the business of doing hair or building self confidence and image?

Stopping to answer this critical question about your business could make the difference in how you perceive your customers, your business, your “competition” and most of all how you market your passion.

Knowing makes all the difference.