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Boring is the new sexy when it comes to success in business

Written by on September 19, 2013 in Business - No comments

In his Forbes.com column this week, Jesse Lipson offers some advice to entrepreneurs who are looking to start a business: don’t focus on splash. Focus on substance.

“A lot of businesses — I’d dare say the vast majority of successful businesses — aren’t popular, aren’t known beyond their customer base, and aren’t trying to make their brand a household name,” he writes. “If your business solves a real need, however unsexy, it can be wildly successful in the one way that really counts in business: profitability. In fact, much of the world’s business is done every day by companies you’ve never heard of.”

Read the full article here and follow Lipson’s column at Forbes.com.

About the Author

Melinda Vaughn is the senior manager of content at Citrix, where she leads the content team in writing for a wide variety of marketing initiatives and helps develop and build the all of the Citrix brands, including ShareFile. She worked in higher education communications for 15 years before joining Citrix.