For some people (like me), business is more of a creative endeavor — a way to explore what’s possible, help others, and support yourself at the same … - Josh Kaufman

Lifetime Value is the total value of a customer’s business over the lifetime of their relationship with your company.

Value can’t be created without understanding what people want (market research). Attracting customers first requires getting their attention, then making them interested (marketing). In order to close a sale, people must first trust your ability to deliver on what’s promised (value delivery and operations). Customer satisfaction depends on reliably exceeding the customer’s expectations (customer service). Profit sufficiency requires bringing in more money than is spent (finance).

Every business is created by people and survives by benefiting other people. To understand how businesses work, you need a firm understanding of how people make decisions, act on those decisions, and communicate with others.