When it comes to starting or running a business, there’s one recurring theme I see: people tend to overcomplicate things from the beginning. In reality, building a successful business is often simpler than it seems—at least on paper. It boils down to a fundamental principle that’s easy to say but harder to execute: do you have a genuinely good product or service?

Recently, I was talking with my friend Christopher, who owns a coffee shop. We broke down the basics of a successful business into two essential questions:

1. Do you have good coffee?

2. Do people enjoy hanging out at your coffee shop?

These two questions may sound specific to coffee, but they’re universal principles that apply to any business.

Start with the Basics: Quality and Experience

Before investing thousands in equipment, rent, marketing, or even setting up an LLC, ask yourself:

• Do I have a quality product that people enjoy?

• Does my customer experience make people want to come back?

If your product or service isn’t up to par, no amount of advertising can save it. And if the customer experience isn’t memorable or enjoyable, potential clients won’t stick around. These are the foundation blocks every business needs before adding anything else.

See It from the Customer’s Perspective

Here’s a challenge for any business owner: step outside of your own biases and assess your product or service from the customer’s point of view. If you were a customer, would you be excited to come back or recommend it to others?

Consider:

• Does my product meet the quality standards of my industry?

• Is my service timely and reliable?

• Do customers enjoy interacting with my team and my brand?

Every part of your business needs to meet these basic standards—not just the product itself, but the entire experience surrounding it.

Don’t Rush into Complex Marketing

One of the biggest mistakes I see is business owners jumping straight to advanced marketing tactics without a solid foundation. Ads, social media strategies, and sales funnels are great tools, but they should come after you’ve nailed the basics. If you’re not confident in the quality of what you offer, broadcasting it to a wider audience can backfire spectacularly.

Think of it this way: a positive experience with your business might get shared through word of mouth. But a negative experience? That will definitely be shared with dozens of people. Before you start advertising, ensure that what people experience is worth sharing in a positive light.

Final Thoughts: Focus on the Fundamentals First

The path to a strong business doesn’t start with flashy strategies or big investments. It starts with quality and a genuine commitment to the customer’s experience. Once you’ve built a product or service that people love, only then should you consider scaling up with marketing efforts. Start simple, focus on doing the basics extraordinarily well, and you’ll have a business that people want to support and talk about.

Remember: a great experience might lead to a recommendation, but a bad one is sure to be shared far and wide. So, take the time to make sure your “coffee” is the best it can be before pouring money and effort into getting people through the door.

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