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.”