Like Robert Kiyosaki said, you first need to figure out whom you could serve with your business even before you set up the company itself. If you have a good market for your service then your business stands a good chance of surviving amidst competition. If you are not thinking about serving anyone with your business and are obsessed with just the idea of earning money, then your business will probably not survive.
But then, some people will always assume that I'm all about money and I've come to expect that reality. I know that no matter what I say such people will always make that assumption for their own reasons. The good thing is that I know I am doing good by serving people through my businesses. And that's the bottom line, isn't it?
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