Even if someone is already in your market space, ask yourself whether you can approach it from a different angle and thereby secure your own customer base.
I still manage to spend around 40 hours a week at work but it is a lot more focused on what can make money as opposed to what makes me look good in the papers.
The first profile piece on myself came about after my Rabbi sent information to the Jewish Chronicle on what I was up to. The story was then picked up by one of the nationals and things grew from there.
I was stuck at home in bed with me and got more and more involved with the Internet. I used it to keep in contact with friends and to make sure I was up to date with everything that was going on in the world.
