Last Updated May 9, 2011 6:01 PM EDT
Rather than rushing off in pursuit of customers, Yesim steers our video discussion towards putting ourselves in a position where customers can find us.
The first point of course is to get really clear on who your target market are and what it is that you can do for them.
Too often Yesim tells us, businesses use a catch-all strategy avoiding being specific due to a fear of missing an opportunity.
Not a good idea as it can result in a message that no one really connects with.