Can My Business Learn From Clinton or Giuliani?

If you don't follow through on promises, your customers -- the folks who vote with their pocketbooks -- will vote you out of business, pronto.

A Face They Won't Forget

The second thing to note is that the best candidates are distinctive and memorable for all the right reasons.

They at least seem to say what they mean and mean what they say. In business terms, they have a great brand.

Look at Rudy Giuliani. Like him or not, you get what his brand is. He's the 9/11 candidate.

Obama is the anti-candidate candidate. They both have clear-cut brands.

But look at two powerhouses who are having problems: Is Mitt Romney the progressive former governor of liberal Massachusetts or a born-again conservative?

Is Hillary Clinton the voice of experience and competence or a change agent?

Muddy brands often lead to muddy results. As a small business facing raging competition, you simply must have a clear-cut brand.

The mediocre restaurant down the street says it offers "Chinese and American food." Well, which is it?

Instead of doing one thing well, it seems to do two things poorly. If you try to be everything to everyone, you'll be nothing.

So the candidates have spoken: Tell customers who you are, make a promise to them, and deliver on that promise.

Now excuse me while I go hop in the car. Suddenly I'm jonesing for some great hot-and-sour soup.