Because I don't understand or care about sports, last Super Bowl Sunday I decided to go on a wing crawl. It's like a pub crawl, but with wings. I quickly realized that the most interesting part of eating wings with friends is seeing how much meat they leave on the bone. Some people leave half the chicken and move on to the next wing. These people are worthless, and I quickly distance myself from them.

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There are many audiences you should not build a business around, simply because they will never buy. For example, any business that serves nonprofits is doomed. Nonprofits are not going to pay you. Neither will restaurants or students. Restaurant owners believe they're "too busy" for most services, and students are poor and want to spend their limited money on alcohol. A huge part of your success in business comes from consciously choosing who you're attracting and who you're repelling.

Look, the fact is, some people will NEVER buy from you. Apologetic messages only seem to please the non-buyers. Their complaints poison the well for your real customers. Your real customers will be relieved that you have something worthwhile for them.

Most of us fall into one of two camps as regards our money: We either ignore it and feel guilty, or we obsess over financial details by arguing interest rates and geopolitical risks without taking action. Both options yield the same results — none.

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