The truth about market nowadays is that you are left alone on this battlefield. If you think that you are competing with businesses providing similar goods or services, you are completely wrong. The real nemesis is informational noise; the rival to knock out.

The customer acquisition looks exactly like an auction – business has to be ready to pay more to catch intending purchaser’s attention. In other words, your flower shop is competing not only with other flower shops but with restaurants, financial institutions, and insurance companies, as well.

The acquisition cost is usually reaching breakeven, while the real revenue appears with only second, third or even fourth purchase.…