Become a guru; become known as the leader of whatever you do – your success certainly (and perhaps even your survival) depends on it, in this competitive environment of entrepreneurship. Regardless of what you are selling, as intensely competitive as most markets are these days, you must be a leader to make money. For many markets, the only way to be a leader is to be known as a “guru”. You must build a brand as the reference point for quality, speed of delivery, and/or any other key attributes that buyers in your markets care about. Since becoming a guru is not intuitive to all, the best approach is to look at the reference points that currently exist in your and similar markets, then model your venture on them. You will of course want to look for differentiating characteristics that you can emphasize, but as we talked about before, don’t reinvent the wheel. When buyers think of your product or service, they must think of you and your brand first. What creative and bold ways will you employ to make this happen?.