2/ business is a bit like dating you can't be all things to all people, do choose 1 thing, do that, and sell to customers who want that 1 thing bending over backwards to be what you're not isn't remotely worth your time, energy, or opportunity cost
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my marketer buddy strongly advocated actively identifying and terminating relationships with these, the term of art he used for them being "below-zero margin customers", or "BOZOs" for short
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