Once you’re known for something and people perceive value in “this something [your brand],” it’s at this moment that you start to make money. Once you have perceived value, other entrepreneurs and businesses will pay money to be associated with perception for which you’re known. To be an entrepreneur, first decision you must make is, “Who do you want to be?” Or, put another way, “How do you want to be perceived by others?” The answers to these two questions are equivalent to foundation that’ll drive all of your future marketing decisions, from what advertising vehicles you’ll use, to type of customers and clients you’ll target. For example, would you like to be known as world’s most prestigious dietician? People all over world seek you out and pay money for your advice on how to integrate more color into their diets. To build a foundation and reach such prestige, your image marketing plan might involve following actions. -- Complete appropriate credentials such as certifications and higher education.

Toby is one of our two family pets (both cats). He is quite astute, and he has learned one of most basic tenets of selling - stick with what works!

Many of Toby's days are spent perched on top of my monitor as I work here on my computer. As a matter of fact, he's here right now as I write this article. Toby is a very personable creature. He enjoys being in company of humans, and he knows just what buttons to push to get us to do what HE wants us to do!

For example, two of his very favorite pastimes - which of course involve human interaction - are playing "bathtub game" (don't ask - I still don't know all rules!) and hitching a ride all over house in laundry basket.