So where do we start? Great question!

We don’t know anything about you, what you are looking for, or your skills, experiences, or personal attributes, and everyone is different.

We’re not going to pretend to have all the answers you need.

What we are going to do is make a start with what we believe to be the core ideas that we all need to understand.



If you arrived on this page via Don’t Think, Check!®, you may have already encountered posts about:


The Philosophy
The Approach
and Show Me An Example

If not, please click on the links to learn more.

Since we humans prefer (and remember) stories over bland and inconvenient facts, we have also provided a complimentary short story available in eBook form, it’s called Sally Starts a Business – With Facts. Download it, read it, and share it. Hopefully the short-story format will help set the scene for you so that you have a better appreciation of what is involved.

But wait, there is more! The eBook Starting a Business – With Facts, Not Faith delves into the fundamental principles of starting a business. As an introduction, we recommend reading episodes one to five, starting with Episode 1: Starting A Business – Introduction.


  •  Several models, such as The 5As Customer Framework are introduced below, with each model adding detail to the nuance involved in starting a business. Do not get overwhelmed by the models or alarmed if there is overlap; each model is a point of view of what comprises a business with each being like looking through a facet of a gem that will be your business.

Pre-Start – The Law of Business

There is a very simple law of business that must be followed by everyone in business.

The Advice Business

For advice to be useful, that is effective, it must be valid and when implemented correctly lead to effective action.

Starting A Business – The Basics

A journey of any distance always starts with the first step.

Unpacking The Basics

So what do we mean?

Customer Value

What do customers value, that is, what do they want?

The Customer Value Equation

Some people represent complex relationships with mathematical equations; how does this work with customers and what they value?

The Role Of Luck In Business

Just so you know, the role that luck plays in business is often understated.

The 5As Customer Framework

It helps to be able to analyse and then influence what happens to consumers as they transition from brand and solution ignorance to rabid fans.

The 4As Marketing Mix

Poor consumer knowledge and poor consumer knowledge management are behind most marketing failures.

The 4Cs Marketing Mix

Another marketing mix model that adds insights to the nuance involved.

The 4-8Ps Marketing Model

Marketing your solutions is essential. Here’s a model that can help.

The 9-Forces Model

There are many forces and influences that buffet a business and affect its profitability. The 9-Forces Model depicts some of them.

Get Real – A Break-Even Calculator

A really helpful reality check is to calculate the number of units you have to sell in order to cover all your costs, that is, break even, and then how many more you need to sell to achieve your target profit.

The Imposter Syndrome – Do you really think YOU can be an entrepreneur?

Do you ever have doubts, ever feel that you are unworthy? Do you fear that you are an imposter?

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