Beginning with the current issue, and most months hereafter, you can find my column titled “Hype” in Entrepreneur. You can also read the article, along with much of the content from the magazine, online at Entrepreneur Magazine: If You Build It . . .

This month’s column covers one of my favorite topics – marketing strategy. If you can focus on an ideal customer and create and communicate how your business is different – the tactical things that do in the name of marketing will get much easier. It really is that easy. Build a proper foundation and almost any house will stand, build a castle on sand and, well, you get the cheesy metaphor.