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Entrepreneurial Advantage: The Personal Touch

Keeping cozy with customers is the key to making them happy.

By Nichole L. Torres

Opinions expressed by Entrepreneur contributors are their own.

Entrepreneurship is the antithesis of the corporate world, and an entrepreneur's personal touch is the direct opposite of the bureaucratic nightmare presented by so many large companies. Davis and Andrea Krumins, founders of Davis Ink Ltd., have found a way to keep that personal connection with clients, even as their 2002 startup has jumped from sales of $300,000 in its first year to nearly $1 million in 2006. This Newport Beach, California, commercial interior design firm is the passion of Davis, 46, and Andrea, 34. While Davis handles the design, Andrea handles the business side. "Each project is [Davis'] baby," says Andrea. "Davis will be in his jeans and T-shirt, making sure each light is perfect for the grand opening." Their system has proven so successful, in fact, that most of their business comes from word-of-mouth recommendations.

Viewing your business from the customers' perspective is key. "You need to sustain [that perspective] and constantly keep that personal touch," says Mick Hager, co-author of Monkey Business: 7 Laws of the Jungle for Becoming the Best of the Bunch. "Always ask [customers], 'What can we do to improve?' You've really got to humble yourself."

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