Craig Valine
2 min readJan 14, 2021


If you’ve known me for any period of time, you know that I have long taught that the worst number in business is “One”, relating to the poor decision to rely on any one thing: One key client, one product or service, one marketing method or source of getting new business.

The warning continues. Those who don’t change are doomed to fail hard.

I asked at one of our first GKIC Local Chapter meetings back in January 2008, “What if the government told you that you could not market your business the way you’re currently doing it. What would you do?”

I knew 13 years ago things would change, and they have many times over since then.

The smart, responsible entrepreneur or business owner should be doing things differently than everyone else.

  • You should be educating yourself through constant reading, study, seeking and processing valuable information on marketing methods and media that go beyond the ones you presently rely on and that you are unfamiliar with.
  • You should be aggressively diversifying the way you get customers. Again, I have long preached, “Diversity creates stability.” This should be your number one priority, not put on the back burner.
  • You should break away from being only an “online” business or only an “offline” business. If all your marketing is done online, add offline as part as your strategy. If you’re currently only offline, go online. Remember, “Diversity creates stability.

Prepare in advance for the inevitable. Diversify your marketing so you’re not left without any income. Educate yourself consistently and stay on top of the best, most advantageous ways to thrive in your business — even when things aren’t perfect.

If you want more money, more clients, and more continued success from your business…

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Craig Valine

Los Angeles Area Marketing Performance Strategist, Investor, Coach |