We hope that you know what you are selling: watches, cars, hedge cutters…we hope that your accountant knows what you are selling also. But do they? You aren’t selling watches, you are stopping people being late. You aren’t selling cars, you are helping people get from A to B. You aren’t selling hedge cutters, you are tidying people’s gardens. For example, you own and run a bakery. You believe your business is selling bread, cakes, pastries and pies. Of course, people love bread, cakes, pastries and pies, so they’ll buy them. Right? Wrong. Lots of bakeries go bust. Why? Because [...]