You would be surprised at how many entrepreneurs are not clear on all or some of these Principles. So, you’ll see them offering a bunch of disjointed offers that don’t really add up to a whole. When you don't offer a cohesive whole to your clients, they won’t buy from you. When you haven’t figured out all these Principles, they don’t line up perfectly and you can’t stand behind everything you do with 100% confidence, your clients won’t buy from you. Why should they buy from you, if you, yourself, aren’t sure about what you do?