BOLD IS NOT BORING

You may think you should aim for the 20%, and if you get lucky, a 5%’er might fit into your customer base.  What I am recommending you target 2% of the 20%, that upper tier of the upper segment of the market.
They not only have the money, but they also have the ability to spend without too much worry about their savings, investments, or retirement funds.  In fact, if they are in the Boomer class, they want active lifestyles and have no interest in retiring. They’re spending their retirement so they can “live the good life.”

stop hiding behind your brand

UNLESS YOU ARE A SEX OFFENDER OR THE REPO MAN, DON’T HIDE BEHIND YOUR COMPANY BRAND

In my first book, C.O.M.P.A.S.S. Points, The Cultivation of Moral Principles and Success Strategies, written in 1998, I spoke at length about the character of leadership. I stated then and it is just as relevant today, that it is the responsibility of leadership when anything fails to produce the expected results. When customer experiences falter, it is leadership’s fault, not the hourly employee that wasn’t trained and monitored properly. Every phase of management succeeds or fails due to leadership or the lack thereof.