Over lunch recently a media executive repeated the accepted wisdom that “our content has value.” That often leads next to the contention that we “should be paid for it,” though I counter that “should” is never the basis of a business model.
Wow can it be said any better. Should is a dangerous word. A lot of entreprenuers make the mistake of using should in their business model as opposed to deliver. You see to deliver is to supply to someone something they wanted or needed. What good is it for me to give you a product or idea that wasn't at the top of your to do list. If I do that then I risk the chance of being a distraction as opposed to being effective. Is changing the world a function of entreprenuership? Sometimes but not always. Your top function in entreprenuership is top make enough money to continually fund your existance and to make your investors a profit. Remember investors are gamblers and some don't care how they win, they just want to win.
For example, the subprime lending foolishness. People "SHOULD" have enough sense not to get in over their heads in a bad loan (but they did) The people who wrote thoses loans "SHOULD" not allowed thoses customers to get those loans (but they did). Their competitors "SHOULD" not have taken a stance that well if they don't do it I will (but they did) and other entreprenuers "SHOULD" not have seized upon the opportunities to capitalize in thoses markets (but they did) to earn money on the damage caused by this subprime foolishness (collection agencies, repo men, credit repair companies and the list goes on amd on.) I can go on forever but I guess you see my point.
Now if we choose "DELIVER" as opposed to "SHOULD". Then we have taken the time to find out the customers needs and delivered them. In a way to tell a customer what they "should" have is reall arrogant (politicians heed this message). It's best to inform and respect their choice and at the end of the day a customers choice will be your best choice for your as a entrprenuer.