this bond of trust.

       You must be able to state clearly what you do and what you stand for in fewer than 35 words.

       2.7 Research your competitors

      Every business has competitors. And actually it’s good for everyone, as the combined spend on promotion and advertising increases the size and growth of the market. Only the very largest companies can hope to cover the whole market and all the niches within it. You must understand who your competitors are and how you stack up against them.