8. Most People Won't Tell You What They Really Think

Customers won't tell you that they won't buy from you, and you may never know why they passed on your company, or you’ll just simply accept whatever they say as the full truth, Chesonis said. When you actually get people to tell you what they really think, that's invaluable, whether it's an advisory board of trusted people, or a one-on-one conversation with a customer.

"When you get people really honest with you, that’s important," he said. "Have a way of doing business where you’re optimistic, open and you want people to tell you what they really think because that’s the only way you're going to make more money and improve your business."