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The New You

When customers ask for more, change your business focus without losing it.

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This story appears in the October 2004 issue of Entrepreneur. Subscribe »

Having a brilliant idea at the start of your business is one thing. Finding a way to shift your idea toward what your customers ask for-that's another kind of brilliance. It's what Joey Roer-Chancis did with her company, Joey New York.

Roer-Chancis launched her line of skin-care products in 1993 and had a strong niche at stores like cosmetics retailer Sephora by 1996. But customers kept clamoring for a whole cosmetics color line, so she considered the possibility. "We developed a cult following through our [skin-care] treatments," says Roer-Chancis, 36. "So [by] listening to what [customers were] looking for, [the color line] became of interest to us."

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