Tightrope: Marketing Differentiation for New Businesses shows new entrepreneurs how to position their businesses to achieve organic business growth. This book gives insight to entrepreneurs on how to set themselves apart in crowded vertical markets. This book will also provide ideas on how to simplify the marketing process to enable identification of audiences. Proper identification of business audiences will lead to much more effective promotions activities.
Operating a business centered around organic business growth is key to business success. The most valuable asset that any company has, outside of its employees, is its existing customer base. Business owners that are aware of the value of its employees position themselves to have more business success over time. Business owners must create the kind of synergy that keeps the core customer base coming back and attracts prospective customers to join the core customer base. This book is written to keep business owners balanced so that they do not fall off of the business tightrope.