Many business owners learn their craft from their parents, or get the basics in school:  Those basics include how to establish and office, keep accurate books and execute a strategy for success.  Those basics don't necessarily include the intangibles that lead to value-driven business.  Over his three-decade career, Consumer Investigator Dale Cardwell learned to identify the components needed to build a value-driven business.  Dale will discuss how he first identified these components by encountering and busting schemes employed by scam artists.  In fact, Dale created a seven-point checklist that if followed, protects consumers from being taken.  It's not enough however, to intend to do business right. It's important to know how to do business right, and create the reputation that grows your brand and leads to success.  Dale will identify those benchmarks and show how he incorporates them into his own brand every day.

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