By 7

1. Trying to satisfy all your potential customers you are liable to destroy that which delights your core, profitable customers.
2. Delighting the core segment of your business consistently, consciously and cumulatively you will make the right kind of money which you can re-invest in your business.
3. Running a business only for shareholders you will make fundamental and strategic errors.
4. Pandering to eccentrics in your market you will reduce your profitability. Just say no. Politely.
5. Neglecting pioneering customers who want more (not weird: see 4 above) you will damage your future business.
6. Truly, deeply understanding your current customers you will build a better business.
7. Thinking your brand is the name, the logo and the by-line you are distracting yourself from delivering outstanding service which will preserve your brand.