Why do most of the small business owners operate as they are the only force that dominates their market? Is it their ego? is it their ignorance? Or what? What makes those businesses believe that their way of selling and serving the customer is the best way to deliver value and make a profit? People are fascinating when it comes to dealing with things outside their inner world and comfort zone; they operate with no insights and data; they depend on luck, hope, and mindless emu