What is the one critical thing that will kill a small business?

Consistency.

People like knowing what to expect.  It’s why some people won’t change even when they know something is bad for them.  Consistency feels like safety.  People gravitate to it.

While some people would consider consistency as part of operations, we consider it to also be an integral part of your overall marketing strategy.  If all parts of your business are consistent, people will subconsciously recognize it, understand it and buy from you time after time.  This is what has made In and Out Burger so successful.  They found a model that works and have mastered implementing it over and over again.

Consistency is a critical piece that so many small business owners overlook.  And it isn’t just about consistency with your marketing and how you present yourself to the world.  It also means you need to be consistent in the quality of your product, your hours of operation and your customer service.