Today, hundreds of new business owners will place an OPEN sign in the window for the very first time. On this same day, one thousand other businesses will statistically bite the dust. Starting is obviously the easy part. But if you are planning to be in business for the long haul, finishing is an all together different matter.

The current entrepreneurial environment is volatile. But the truth be told, it has always been that way. Even while markets are fluctuating, and products are dying, and everything is evolving at lightening speed, the old French adage applies: “The more things change, the more they stay the same.” No matter which customers we serve, and no matter what products we sell, the essential questions still remain.

That is why every Monday this month, we will focus on these essential questions. Some of these will be the marketing 101 questions that you have always had, but have been afraid to ask. Why only marketing questions you say? Yes, I know it seems a little self-serving to think business is all about marketing when we are blatantly in the industry. Still our claim is that marketing is your most important business system. But claims must be backed up with logic. Logic provided, as follows: without marketing, you have no defined product to sell, you have no target customer, you have no compelling story, you have no jingle, and you have no sales. Without sales, you will not need an accounting department because you have no money to manage. Therefore, marketing is more important than accounting. You will not need an HR department because you have no employees to pay, and you cannot afford them anyway. Therefore it is more important than human resources. And you will not need a sales force to keep the non-existent employees busy. No management required. Therefore, a business with no marketing strategy is no business at all.

While most companies do not survive, it is possible to sustain. Case in point: the oldest company on record is in one of the world’s most volatile industries: Construction. The Kongō Gumi company of Japan has been in operation since 578. Yes, you read that right. (It operates as a subsidiary of the Takamatsu Corporation today. See the entire list of the oldest companies in the world here.) How can this be?

The temptation for new entrepreneurs is to be disruptive, thinking this will propel them instantly ahead of the pack. Don’t get me wrong. We are not saying that new and improved is wrong. All we are saying is that sometimes you do not need to reinvent the wheel, and a culture of customer service is all you need. Sometimes a strong Vision is the only differentiator you need, and all you need to tether your company to the future. Getting back to basics can strengthen your overall business health.

How long has it been since you have had a business health check up? There are a lot of bugs going around, and you might be running a temp. Stay tuned as check in on the health of your marketing and advertising and branding. It may be just the shot in the arm that you need.

That is this week’s Imagination Hat!