Hello and welcome to Business 300. My name is Philip Kulenshov and this is 300

seconds about business. We're all a busy people, so I have five minutes or less to get my point across.

Countdown from 300. What if you ran an ad for your business that started with,

You'll feel good after giving us your money?

That's catchy. You'd probably get people's attention.

But could you say that to your customers with a straight face and stand behind it?

Maybe you think it sounds presumptious, or haughty, or two on the nose.

Maybe you wouldn't run that sort of ad because it makes you look self-seeking or money-loving.

Maybe you think it misses the point of what you're trying to do with your business.

I can see how it could come across that way.

And also, I think that sort of advertisement would excellently summarize and proclaim what it is every business

should be after.

Let's think about it.

What are your customers paying you for?

What are you offering to them?

The reason a customer buys from you is because you have what they want.

In fact, they want it more than the money you're asking for it in return.

They want the thing you're selling,

so they trade their money for it. Your objective as a business owner is to give your customers what

they want. You're providing value to them. And when we get what we want, we feel good. Or at least,

that's the idea. It's true that very often our experience as the customer is not a good feeling.

We hired a company to perform a service, and by the time the headache and chaotic service is completed,

...