You need something to sell

It is so basic but I fear it is overlooked.  Every business needs to have something to sell.  If people are not buying, their lack of buying should tell you something.  It means they don't want what you have. You haven't adjusted to their needs or demands.  Maybe you haven't been listening.  Maybe times have changed.  Maybe culture has shifted.  Expecting your customers to be the same as they were when you started the business fifty years ago is not very realistic.  It is a empty wish that really is kind of sad.

If you are looking to start a business you need to begin with having something to sell.  Maybe it is your expertise.  Or it is a service.  Or a product.  But you have to have something that people will exchange money for.  Start there but never forget that people need something to buy in order for you to stay in business.