Matt Waters

In the forward to his classic work, “The E-Myth Revisited: Why Most Small Businesses Don’t Work and What to Do About It,” author Michael Gerber says of great businesses: “The only way [for small businesses] to reach something higher is to focus their attention on the multitude of seemingly insignificant, unimportant and boring things that make up every business. … Those mundane and tedious little things that, when done exactly right, with the right kind of attention and intention, form in their aggregate a distinctive essence, an evanescent quality that distinguishes every great business you’ve ever done business with from its more mediocre counterparts.