Regis McKenna, author of the classic Relationship Marketing: Successful Strategies for The Age of the Customer.

Last, we encourage you to read Adele Revella’s book Buyer Personas: How to Gain Insight into your Customer’s Expectations, Align your Marketing Strategies, and Win More Business.

Robert H. Bloom and Dave Conti’s book The Inside Advantage: The Strategy at Unlocks the Hidden Growth in Your Business, and Rick Kash and David Calhoun’s book How Companies Win: Profiting From Demand-Driven Business Models No Matter What Business You’re In.

This hint is courtesy of Aubrey C. Daniels, author of Bringing Out the Best in People: How to Apply the Astonishing Power of Positive Reinforcement (a foundational business book that all leaders should read).

For sources of cash other than loans or investors, read the Fortune Small Business article Verne wrote titled “Finding Money You Didn’t Know You Had.