This principle is easy to understand. It is also one of most essential business practices in today's volatile economy. Just like you and me, our customers and clients are particular about how they spend their money. They deserve most value possible for each dollar they spend.

Here's a little exercise that is fun to do, and provides some valuable insight. Think about all companies you've done business with over past year. Pretend you are holding a personal "Company of Year Contest." Who would win, and why?

I'll bet it would be company whose product or service gave you far more in use value than you paid in cash value. It would be one whose product satisfied important wants or needs - one you enthusiastically told your friends about.

Consider also that both you and your winning company benefited when you made purchase. By using this simple value principle, you and your customers will benefit beyond expectations.

You'll grow a profitable business because you'll get and keep more customers over time. They'll keep coming back, and keep giving you referrals because they know you'll give them truly exceptional value!

Openness to change - Many people resist change. As entrepreneurs, we must embrace it. By putting a vision, idea or innovation out into world, we expand what's possible, and in doing so, change status quo.

Recognition of self-sabotage - We all do it. At some point in time, we've all sabotaged ourselves out of fear. The key to dealing with self-sabotage is to recognize it. Signals to recognizing self-sabotage: You notice yourself comparing yourself to others, you judge yourself as not being good enough, or you hear your "inner critic" saying things like "soon everyone will realize what a fraud you are."

Head and Heart - To make sound decisions, you need both. When we only listen to one, we list to side and veer off course, way a car does when it's out of alignment and you let go of steering wheel. Often there's a misconception that heart, or emotion, doesn't belong in business. It very much does. Your ability to be aware of and use your emotions effectively will aid in your success.

Honoring your gifts - I'm convinced that fully acknowledging your gifts - to yourself, first and foremost - will catapult your business and your life into bold new arenas. Here's why: When you don't acknowledge your gift of, for example, building businesses or innovating new technologies, you hold back from full self expression. When you don't acknowledge your gifts, you can't capitalize on your innate human resources. YOU are your business' most valuable resource. Honor what you don't do well - In fact, know it well and compensate for it. Too often, I hear people beat themselves over head with statements like, 'Well, I should do my own bookkeeping" when last time they balanced their checkbook was 1978. Know your weaknesses. Compensate for them by hiring or bartering or getting someone to do task for you.

Each one of us carries these tools around with us at all times. The question is whether we tap into them or not. Entrepreneurship is a process of self-discovery. At same time that you introduce a new product or process into world, you uncover new awareness about yourself. Use these tools to not only grow your business, but yourself.

================== Coach and author Claudette Rowley helps entrepreneurs harness their potential and soar to new heights of prosperity and fulfillment. Contact her today for a free coaching session at 781-676-5633 or claudette@metavoice.org. Sign up for her free newsletter "Insights for Savvy Entrepreneurs" at http://www.metavoice.org.