The Custom Mindset
In contrast, the custom business is all about developing a long term relationship with the customer. The goal is to focus on one person at a time and sell that person as many things as possible over as long a period as possible. Your product doesn't come in a box.
In this world, YOU become the product, YOU become the brand. Your reputation is your brand, and that brand is either your greatest asset or your worst liability when building a competitive advantage in the custom electronics business. In the 1920s, Packard automobiles' advertising campaign was simple. "Only Packard can build a Packard." When you become The Brand, people can't buy it anywhere else. Handled properly these relationships become totally self sufficient and deliver all the work you can handle with no need for advertising. Sounds great, huh?