1. Step 1: Build a Superb Brand

Neither Jim nor I went to business school or were business majors in undergraduate school. Everything we have learned about business, we have learned from our customers and the marketplace. We have made a tremendous number of mistakes over the years; indeed, a major purpose of this book is so that others can learn from our many mistakes. But we also hope to be able to emphasize one of the main reasons we believe that we have been able to survive despite all these mistakes: we have been intensely focused on our brand from Day 1. We take pride in who we are, how we do business, and what we sell. The fact that we have developed a positive brand reputation has allowed us to weather many, many storms, as people value our products and have a pleasant, respectful experience when dealing with us. It is for this reason that branding is the very first step for business success.