At the end of the day, your business exists to serve the need of customers. It’s the ability to do so entitles it to existence. The prevailing market conditions do nothing to alter this fundamental condition.

In fact, now more than ever, you need to ensure you are keenly aware of customer needs. If anything, our sensitivity to poor value has increased. If you serve us and strive to find ways to add value to our lives, we will go out of our way to invest in your story.

Entrepreneurs have a distinct advantage. You are closer to your customers. You don’t need to filter through all the noise of policies and procedures. You get to do what’s best for you customer. Period.

It’s also what you should have been doing every day before the crisis and continue to do long after.

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