I love the movie, "A Few Good Men." First, it was filmed at a time when I still had a shred of respect left for Tom Cruise. Second, the movie delivers one of my all-time favorite movie quotes - the now famous "You can't handle the truth."

It's a line that I have found myself using with clients on more than one occasion.

Now granted, I can't deliver it with the same savoir faire as good ole' Jack, but that really isn't the point. The point is, a great many small business owners find themselves wondering why their business isn't thriving, especially when they think they've done all the right things.

The problem, unfortunately, is that they haven't.

You see, no matter how many books you read, no matter how many gurus you consult, there is one simple truth in business. If you don't have a market, you won't sell your product or service.

Not exactly rocket science, right? Perhaps. Even so, you'd be surprised how many startups will launch without ever having conducted any research into their market, or their ideal customer.

In effect, they are in denial. Or, they are up denial without a paddle. (Sorry, I couldn't resist.)

Taking the time to identify your target market will enable you to:

• Tailor your product, website, and message specifically to your ideal customer
• Avoid trying to be all things to all people
• Eliminate waste by laser-focusing your marketing efforts
• Build stronger relationships with customers

If your business is just treading water, I completely understand and appreciate that changing course can be a scary proposition. But, I urge you to conquer your fear, and choose to swim, not sink.