By Andrea Hill

Chances are, unless you’re trying to do business in a different solar system, all the information you need to be successful is readily available. The problem with much of that information is that it is too obvious, and therefore difficult to distinguish from the old wives’ tales. When is an aphorism just an aphorism, and when is it actually sound advice?

One of the most important things I share with clients and audiences that I speak to is that you don’t have to get all the customers—you just need to get the right customers. This usually leads to a long discussion about how a company can figure out who the right customers are and how to find more of those customers once they have been defined. Which leads me to today’s first aphorism…