When starting a new business, there are plenty of ‘shiny things’ vying for your attention, and your money. Software packages that promise to simplify your world. Online marketing deals promising you clicks through to your website. Business advisers and training courses claiming to transform your sales. TV and radio stations guaranteeing eyes and ears. Newspapers and magazines claiming to have your target audience’s attention. SEO, social media channels, exhibitions and events, affiliate marketing. The list is endless.