Do you remember why you became an entrepreneur? You wanted to create, to make a difference, and to stand behind your products or services with your name. You had a very personal reason. You wanted to be self-determined and act entrepreneurially. That was your inner drive from which you drew ideas, motivation, and energy every day. However, everyday life often looks different. Those who run a small or medium-sized business today are usually familiar with sleepless nights and worries about competition, market displacement, and price pressure. And those who engage in the unequal battle between David and Goliath for customers often see discount wars as the last resort. But this battle can only be lost, as product quality and service cannot be offered in this way. Customer enthusiasm works differently.