The worst number in business

Dan Kennedy writes that the “worst number in business is number one” referring to a business’s tendency to rely on only one  sure thing.  I hear this all the time.  “I get all my business by referral.”  “I get all my business from Google.”  “I only work in the XYZ industry.”  If we’ve learned anything in the last couple of years, I hope that we’ve learned that things change, and often quickly.  Reliance on any one thing is a recipe for going out of business.

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