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- A difference (something nobody else does) must be identified;
- That difference which is identified must be needed and/or wanted;
- That difference which is identified and needed and/or wanted is also within your area of expertise;
- That difference can be offered consistently and to high quality;
- For a price which makes profit.
- And that difference can be maintained through continuous innovation.
- To maintain consistent and continuous profitability which maintains your desired lifestyle and/or pleases shareholders and respects the community and planet.