Members of our audience will only become our customer when they know, like, and trust us.

We can say we know what we are talking about. We can even share our credentials. In reality our audience are unlikely to become customers until they feel like they know us.

That doesn’t mean sharing every intimate detail of your life, but it does mean that you have to present your authentic self.

As media commentator Adam Ragusea states, “Authenticity is the new authority.”

That is Fundamental #4: Authenticity is the new authority.

In this week’s podcast I talk about how you can draw your audience closer by being yourself in a healthy way.

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I understand why people talk about sales numbers.

Sales numbers are a way of measuring our success and our growth. They can help us describe the type of business we run and give us the credibility of success, “I’m a 7-figure business coach.”

Sometimes they just make us feel better when we are bragging to our friends and colleagues. (I know have done that.)

But at the end of the day, I don’t care about sales numbers.

Fundamental #3: Profit Is More Important Than Sales.

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As I shared in the last episode, in order to understand the advice I offer you need to understand where I am coming from.

This is not business building advice, but rather business building advice in the context of a world view.

Today covers another of my fundamentals, and this one might be a little surprising.

Fundamental #2: I will take long term success over short term gain.

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Entrepreneurs have a reputation for being daring risk takers.

Instead of working for someone else they choose to set out alone, creating their own path, ploughing their own furrow.

And to some extent, it is true. It is riskier to be on your own, but I think some small business owners use this as an excuse to be reckless.

Not all risk is created equal. Some risks are small and if they don’t work out it isn’t a big deal, while other risks are so large that if they don’t work out it could mean the end of the business.
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