Not everybody wants to do business with you. Not everybody wants to be your friend. Not everybody wants world peace. Not everybody wants to work hard. Not everybody wants to be president.

Not everybody is smart enough to be a rocket scien­tist. Not everybody is fast enough to run in the Olympics. Who is helped by pretending otherwise?

Trying to accommodate everybody is a trap. It can’t be done. Be yourself. People know their own problems bet­ter than you do. Not everybody will listen to reason or even act in his or her own best interest. You can.

Rather than trying to reach everybody, many with lit­tle or no interest in your product or service through tra­ditional mass media advertising; newspapers, magazines and television, you might be much more effective by finding online niche markets. Introduce yourself and company to the individual websites and blogs and reporters with a specific interest in your field. Find ways for those with influence to sample your product and talk about it. Start the buzz.

You can never be all things to all customers. All cus­tomers are not always right. Some have unreasonable expectations. You are in business to make money. Sometimes your better course is severing ties with a per­petually disgruntled customer and finding a new one.

Not all employees are created equal. Some bring to the workplace personal issues far beyond your control to correct. You are in business to make money. Sometimes you have to make personnel changes.

BillFitzPatrick.com, The Action Principles

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