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Whatever I’m proposing to sell in my shop must be attractive enough for someone to want to buy from me, must be of a high enough value to make it worthwhile, and must be easy enough for the customer to buy it from me today, now, this minute.

I promise you, if you get the above right you will be well on the way to success. But if you don’t, your failure will be guaranteed. So now is the time to dismiss any glorious notions you have of opening up the next niche `gift shop’, because high streets all over the world are proven graveyards for this kind of retail establishment. Remember you don’t want `browsers’ you want buyers, and you also want them in such sufficient and regular quantities that they buy something of a sufficiently high value to make it all worthwhile.

I hope I haven’t laboured this point too much, and if I have done I apologise. But I really do wish that I had been told the above when I opened our first shop. It certainly would have speeded up the process of going from hard struggle to profitability   and I would have made an even greater profit. Enough said. Let’s move on!