Every business makes a critical choice early on: Who will we serve? Most don't even realize they're making it—but that choice determines everything that follows.

In the 1930s, Barnett Helzberg Sr. made a decision that seemed crazy: he would only sell "Certified Perfect" diamonds. His competitor Zales took a different path, serving middle America with accessible jewelry. Both started as family businesses selling to the same market.

One choice. Two completely different futures.

Blog Post: Choose Your Customers, Choose Your Future

Sponsor: Passing Notes to Strangers