QUESTION 1: How does a profitable business become a no-profit business?
There are two pre-conditions of a non-profit business; the first is an excessive amount of ‘sameness’ in an industry or market. I often refer to it as ‘commercial marketing incest’, where everyone looks to everyone else in their industry, for what to do; they copy each other feverishly and after a while it really does begin to resemble some form of incest – because everybody just gets dumber and dumber! One industry where this is most frustratingly evident is the real estate industry. With a few outrageously successful exceptions, all real estate ads and their selling methodology respectively, look and sound the same.
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