Tightrope: Marketing Differentiation for New Businesses is a 'users manual' for a new entrepreneur. Veteran entrepreneurs, those in business three to seven years, can benefit from this book as well. The veteran business owners can read and compare the strategies given here against their daily practices. The marketing differentiation of a business is not a new concept. Many companies differentiate themselves as consciously and subconsciously by utilizing all of the many tools that are available to them within their marketing strategies. The problem with so many of these businesses that I write of here is that if they are aware of their differentiation strategies, they do not 'rinse and repeat' their strategies to their potential market bases. Companies that can identify ways to separate themselves from their competition practice their proven strategies to create space in their vertical markets. Marketing, for them, is constant, and, those businesses tend to have more successful advertising campaigns.

Tightrope: Marketing Differentiation for New Businesses shows new entrepreneurs how to position their businesses to achieve organic business growth. This book gives insight to entrepreneurs on how to set themselves apart in crowded vertical markets. This book will also provide ideas on how to simplify the marketing process to enable identification of audiences. Proper identification of business audiences will lead to much more effective promotions activities. Operating a business centered around organic business growth is key to business success. The most valuable asset that any company has, outside of its employees, is its existing customer base. Business owners that are aware of the value of its employees position themselves to have more business success over time. Business owners must create the kind of synergy that keeps the core customer base coming back and attracts prospective customers to join the core customer base. This book is written to keep business owners balanced so that they do not fall off of the business tightrope.