There was a coffee shop owner and he brewed the best coffee in town.
He was an expert at his craft.
Every cup was a work of art.
He knew he was the best in town.
He assumed this would make his business thrive.
Soon he went out of business.
What a shame his business died.
You can be an expert at your craft. But if no one knows this fact, soon you will starve.
Too often we bring our egos to the market.
We expect the market to notice us, just because we are good at our craft.
But unfortunately, it doesn’t work like that.
Build it and they will come is non-sense.
People are too busy to notice.
You have to do the heavy lifting of getting them to notice you.
You have to tap the market on the shoulder, make a great impression, have your best elevator pitch on hand and then you’ll stand a chance.
To play well you must know the rules of the game.