Entrepreneur Plus - Short White
For Subscribers

What a Baking Contest Taught Me About Finding Customers Rather than focus on your own enthusiasm for your products and services, focus on what will make your customer enthusiastic.

By Neil Gordon

Opinions expressed by Entrepreneur contributors are their own.

In an earlier stage of my career, I worked as an entry level editor at the publishing company Penguin before it merged with Random House.

Each holiday season, my division had a holiday bake-off. One department would bake desserts that would then be judged by the other. The editorial department would trade places with the publicity/marketing departments, alternating who would bake and who would judge each year.

I was really into baking at the time, bringing in things for my coworkers to eat even if there wasn't a festive holiday in sight. Not only that, but for my first holiday at the company it was marketing/publicity's turn to bake, so I had to wait more than a year for my turn.

This is a subscriber-only article. Join Entrepreneur+ today for access

Editor's Pick

Related Topics


5 Habits That Build Mental Strength

Real estate investor Cole Hatter shares the ways he developed fortitude on the most recent episode of The Jeff Fenster show.

Growing a Business

Free Webinar | October 24: Grow Your Local Business With These Low-Cost Marketing Tricks

Whether you're a small business owner, marketer, or entrepreneur, our exclusive webinar will equip you with the tools to connect with your community, boost engagement, and drive revenue. Register now →


A Guide to Effective Crisis Leadership — Key Steps to Lead Your Team Through Turbulent Times

The essential strategies and skills required to be a successful crisis leader and guide your organization through difficult times.

Business Ideas

55 Small Business Ideas to Start in 2023

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2023.


Get This 4-in-1 USB-C Charger for Apple Devices for $19.99

Get this useful, lightweight charger for a great price (regularly $29).