There's one thing that I've noticed when dealing with small businesses and other young entrepreneurs, and that is the insecurity of attracting customers - based on fluctuations in consumerisation.
At the start of the 20th century there was a production shift where businesses aimed to mass produce. In the mid-to-later stages of the 20th century, consumers needed some convincing to purchase the product, and this is where the 'annoying salesman' came into the equation. Towards the end of the century and early 2000s, consumers shifted into their element, and this is where the commonly known 'marketing approach' kicked in. However, I think this has changed even more so.
I think that we have moved into the consumer convenience approach because never before has the economy relied on consumer buying behaviour so much as the current climate. As the global economy transitions into a service-oriented phase, we need to be looking prospectively at the ways in which consumers are currently acting, and where they will go in proceeding decades.
If you're not making your customer comfortable,