Actually BOTH are important.
And either can be “outsourced”.
What normally happens is that someone with a talent, skill, or ability “opens shop” and assumes that their mastery of that field will automatically guarantee customers.
Perhaps so, perhaps not.
Here’s a case study posted on Creative Real Estate Online by Frank Chin pointed out to me by Dien Rice…
I bought a 50 year old business doing “car repairs, retails and wholesale tires”. BUT most friends I know expressed surprise that I didn’t spend years studying “auto mechanics and repairs” which everyone feels is needed. “How are you going to do this if you never fixed a car??” they wondered.
Fortunately, our business in the 3 years I owned it experienced ups and downs, and I was able to develop and implement a marketing and advertising campaign that doubled our retail business, while many competitors, either closed, or have little or no business. The trade association guy visited me yesterday and said I’m the only one mentioning to him that business is UP this year.
I recall one day while we were quite busy at the business, in fact I was outside helping customers because they had nowhere to park, one of my mechanics asked why I gone into such a business and never fixed cars. I asked him to look across the street at one of my competitors and tell me what he saw. He said of the father and son car repair business, “they both have their hands folded leaning against the front door watching our shop”.
Frank Chin
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