Top Highlights

• “being boutique” is about how you operate—it’s a model of doing business, a filter for your business decisions, and a mind-set that makes your customers say you were worth every penny. When you’re boutique, your products or services are specialized and customized. They’re cooler. They’re more fabulous. They’re more personalized. They’re more valuab...
• You’re not trying to get as many customers as possible; you’re trying to get as many “right” customers as possible—customers who want to buy your products and services from you, at your price, because you are providing them something they can’t get anywhere else. And, because you don’t have the buying power that the big brands do, you shouldn’t try...
• you can beat your competition by catering to the niches, not to the masses.
• You could be anyone—mortgage broker, sandwich shop owner, tax consultant, barista—who views customers as flesh-and-blood people rather than as units of sale.
• Because you operate within the boutique business model, you’re positioned away from the pack. You’re just as rare as an original piece of art. We want you to relish the fact that you’re one of a kind, and then start charging more for it. And