A book that teaches you how to get rich is flash. A book that teaches you the inner workings of the financial system is substance.
A handbag that has the logo of a company printed all over it is flash. A handbag that lasts for 20 years and remains aesthetically pleasing is substance.
A customer support service that uses sophisticated phone and computer systems is flash. A customer support service that solves customer’s problems with speed and courtesy is substance.
Does your business focus on flash? Or on substance?
Are you sure?