Think about all the things you didn’t charge your customers for today, those things that don’t appear as line items in your budget. The care with which you choose ingredients. The way you treat your employees. The time you spend listening to a prospective customer’s problems, so you can excel at anticipating your future customer’s needs.

The intangibles that differentiate your business may not be visible on the balance sheet today, but they might just be the reason it endures.

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