You make your own luck in business, and that starts with the product or service itself: It needs to have a powerful USP. Offering a product with a strong USP, ideally, that cannot be bought elsewhere else, is fundamental to business success because -1) There is far less competition. 2) You more easily can stand out from the crowd by more easily engaging with potential customers within your niche. We ensured that the company had a strong USP (essentially you can design your own diary on our website) which has helped us grow because of the points I made above.