The Entrepreneur’s Toolkit: The Customer‚Äôs Experience and Your Brand

Probe examples of both excellent customer relations and cases where poor service spiraled disastrously out of control, sinking a company. Then study the related topic of branding, which is a promise to customers about what a business can do for them. Learn how to choose a brand that expresses your commitment to customers. This lecture, presented by Michael G. Goldsby, is from The Entrepreneur’s Toolkit. According to the Small Business Administration, two-thirds of all new businesses fail in their first decade of operation. What does it take to become a winner? These 24 half-hour lectures teach you how to get started and overcome the many obstacles on the path to a successful venture, whatever your endeavor. By following Professor Goldsby’s proven path, you can embark on your own enterprise with confidence.