I’ve advised a number of small businesses over the years and learned that many first-time entrepreneurs consistently make the same mistake: they attempt to build a product (or service) first and find customers for it second. Suffice it to say, this is a horrible mistake and it usually happens because entrepreneurs want to avoid talking to real people. (Hint: it’s usually better to find customers in need and then solve their problem.)

Strategic entrepreneurs know that they need to have great communication skills and they use them to their benefit. Specifically, they’re constantly talking to real people (or customers) and finding out which problems their product or service solves. As a result, they know exactly which business they’re in.

Make sure you set aside time, at least weekly, to get out and meet your (future) customers. The knowledge you gain can become your strategic advantage, not only as a small business, but as an entrepreneur as well.

Paul Singh is an entrepreneur based in San Francisco, CA and Washington, DC. You can read more of his tips on his blog: Results Junkies.