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Once again, luck played a clear role in my success. I had not imagined that larger firms, with existing T1 connections, would become a central part of the business’s customers. Still, I had consciously built the service with certain specific customer benefits in mind: most notably, fast turnaround, with a wide selection of vendors available through one-stop shopping. What I discovered is that once I created something of value, it attracted a different type of customer than I had expected. I also had the flexibility to quickly increase the attractiveness of the service to this newly recognized customer base.

This second form of luck is common to entities that succeed: They create something that is valuable, and it turns out to be popular with a different and larger group than they had originally expected. I believe there are two keys to creating this kind of luck: First, build a business that offers real value to meet the needs of your target market, and other specific customer groups may well follow. Second, be in a position to quickly solidify and capitalize on any interest you see from potential customers who are part of a target market that is different from the one you initially expected to attract.

In essence, it is possible to effect how the dice fall. For a new business, luck is what happens when good preparation connects with opportunity.

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GO IT ALONE! Copyright 2004 by Bruce Judson. Reprinted by permission of HarperCollins Publishers. All rights reserved.