The 4 Cornerstones of Business Success

1:57 pm business-building, Business-building, Networking as a marketing strategy

In order for your business to succeed, it’s essential that you have an understanding of, and an appreciation for, the fundamentals of business. Having a passion about an idea is not enough. In fact, unbridled passion is one of the primary factors that can contribute to the premature demise of your business .

Successful entrepreneurs have been documenting the reasons for their positive results for hundreds of years. Adhering to these proven and yet time-tested business principles will not only guarantee your success, they will dramatically accelerate it. Adhere to these four cornerstones of business success:

The purpose of a business. One of the most common mistakes entrepreneurs make is to presume the ultimate purpose of their business. It’s NOT about sales. It’s NOT about profits. It’s Not about customer service, competition or collaborating with others. The singular purpose of a business, as defined by Peter Drucker, world renowned business expert for over 50 years, is to create new customers. Your primary mission as an entrepreneur and business owner, from the time you rise in the morning to the time you lay your head on your pillow at night, is to create new customers. Without them, everything else is irrelevant.

Marketing. Once you open the doors of your business (literally or figuratively), you must get the message into the marketplace. Marketing is the entire process that takes a product or service from concept to client. It encompasses every aspect of your business’ operation; from research to design to testing to manufacturing to client service. The fundamental premise regarding marketing, as it relates to a small business owner, is that it really only about two things: visibility and value. The success of your enterprise rest primarily on your ability to gain visibility in the marketplace (with right audience) and demonstrate the value your products or services represent.

Selling. Nothing ever gets accomplished in a business until a product is sold. Selling is a requirement for the success of your enterprise. There is no one who can speak to your value better than you. You are you best and most effective selling resource. The entrepreneurial graveyard is filled with owners who fought this reality and tried to abdicate this task to others. You must lead the charge about the value you represent. One of your most important tasks is to master the art of selling. Without it, you are doomed to mediocrity or failure. This one area can do more to catapult you in the success you want and need than any other factor.

Relationships. Success in business and in life is all about relationships. Read the biography of any successful business professional or entrepreneur and you’ll find that she/he attributes the vast majority of accomplishments on the ability to build and leverage relationships. If you’ve embraced your entrepreneurial dream for the long term (and I’m sure you have), make sure you incorporate a long term perspective and implement a three-step approach to relationship-building: based on an unshakable foundation of trust, built on mutual value and fueled by contribution to the success of others.

What can you do to anchor these cornerstones?
• Be unwavering in your commitment to creating new customers.
• Continually create new opportunities to be more visible to your highest-value markets.
• Get better at selling. Your success depends on this more than anything else.
• Build relationships with a long term perspective.


Michael Hughes is known as North America’s Networking Guru. Find out more about him and receive a complimentary copy of his ebook “Managing the Networking Experience” at www.NetworkingForResults.com.

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