By Kim T. Gordon

When speaking at a conference of small business owners not long ago, I met an entrepreneur I'll call Bob. His five-year-old company was in the black but going in all the wrong directions. Bob's small staff was overburdened with work on undesirable accounts -- slow payers with small projects. Like many entrepreneurs, when he first started out Bob gladly accepted the kinds of projects that came his way. Later, rather than carefully identify his preferred target audience and craft a marketing program to win plum accounts, he and his growing staff found it easiest to secure projects similar to those they had always handled. And as a result, Bob built a company and customer base that was far from his ideal.......[read more after logging in]

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