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Own one big idea. We all know that Geico can save us 15% because they've told us many times.
3. Be realistic. I know people who think they can be the next Wal-mart. Not to say that they can't, but they're not going to be with a $20,000 a year marketing budget and a store that only sells knickknacks.
4. Stick to your game plan. Write out your marketing plan and budget and stick to it; tweaking it now and then when you analyze the results. You don't have to be everything to everybody. Or as my mother always said, "We don't have to compare ourselves to the Joneses. Just because they opened a new store doesn't mean we have to...
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