I love this article. #9 below is near and dear to so many. Definitely words to live by in the short and long term.

“Word of mouth will eventually pay off.” No, advertising and sales will eventually pay off. Advertising is the cake of sales and word of mouth is the icing. Happy customers expect to be happy — otherwise they wouldn’t be customers. Most won’t praise your business to everyone they know. Word of mouth certainly contributes but will only generate a slice of total revenues. Sit and wait for a wave of grass roots support and you’ll face a tsunami of losses instead

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