If you were going to start a company today, where would you start? What would you work on first?

To me, it couldn’t be simpler.* If you’re creating a company, you start with the customer. You start here:

  1. Who is your potential customer?
  2. What do they need?
  3. Of those things, what are you qualified to sell them?
  4. Of those things, what would you love to sell them?

Customer, Need, Qualified, Love. This is where you should start. In fact, if you don’t start by answering these four questions, you have no business founding a business.

How about you? Can you answer those four for yourself? Whether you’re a solopreneur, business founder, employee, or legacy business executive doesn’t matter. Those four questions are all you should obsess over.

Until next time, when we’ll continue this conversation.

*Please never confuse simple with easy. We’ll talk more about that soon.

Founder & CEO is a commitment to share the adventures and misadventures of our effort to build OPENfor.Business into an industry-transforming market network, in 300 words or less. This is post #1 in that effort.

About Ted Coiné

Ted Coiné is CEO of The Extraordinary Network, a group that is rewriting all the rules of influencer marketing by cutting out agency middlemen to work directly with B2B and luxury brands. Proud “bleeding heart capitalists,” he and his team have built support of a great cause into every for-profit campaign they undertake.

His entire career, Ted has collected fascinating people, most notably other thought leaders who also have a large and loyal audience of large enterprise leaders. He has watched the Wild West that is influencer marketing until he realized an opportunity to fix this broken system, and give influencers the sway they need to move markets together, and to get paid what they’re deserved for this power they bring to bear.

An Inc. Top 100 Speaker and one of Business News Daily’s 15 Twitter Accounts Every Entrepreneur Should Follow, Ranked #1 authority on the Social CEO and #3 in the Future of Work, Ted is also a serial business founder and CEO.

Ted is a Forbes Top 10 Social Media Power Influencer and an Inc. Top 100 Leadership Expert. This stance at the crossroads of social and leadership gave Ted a unique perspective to identify the demise of Industrial Age management and the birth of the Social Age. The result, after five years of trend watching, interviewing and intensive research, is his latest book, A World Gone Social: How Companies Must Adapt to Survive.

He lives in Naples, Florida, with his wife and two daughters.


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