ADVERTISEMENT FEATURE MAKE THE MOST OF AN UNCERTAIN FUTURE Businesses face a rapidly changing world but with the right help, challenges become great opportunities, say the experts at Craicshot he only certainty for small and medium-sized businesses is " uncertainty " . Companies need to future-proof their business by unlocking their capabilities and create incremental value for their customers. In our opinion, there are four main themes a company needs to understand. It may sound simple, and most people will say they know this; but the complexity lies in the answer. ● WHO REALLY ARE YOUR CUSTOMERS? When setting up your business, did you do your research on the market? How well do you know your competitors? ● DO YOU KNOW YOUR CUSTOMER? WHAT THEY NEED AND WHY? Do you really understand this? Have you put yourself in their shoes? ● HOW PREPARED ARE YOU FOR CUSTOMERS' REQUIREMENTS? What is your value proposition? Are you aligned with them? Research shows the vast majority of start-up entrepreneurs and investors have never worked or built a start-up business. T