If you don’t believe in what you’re doing, nobody else will. ‘Diversify or die’ we are often told, but it’s not that simple. Even if you do decide to diversify, and you do everything right in terms of researching, planning and launching into a complementary or new market, and you get expert advice, you could still fall short if you aren’t passionate about your new revenue streams. Serial entrepreneur Richard Bradson, founder of Virgin, is quoted in Forbes, saying, ‘Always do what you love and love what you do.’ It’s common sense of course but it becomes more difficult the more diverse your business model becomes. If you can tap into this passion and convert it into value for the customer, then you’ll be onto something.