Two Words That Feed or Bleed Your Practice

There are only two words you must understand inside and out to start your practice and keep it growing.  Yet, if you ignore these two words, you will find your practice stabbed in the back, and bleeding out in the street before you can dial 911 on your smartphone. Ask a typical marketing expert and the two words they will tell you are: "Your customer." Ask a typical business consultant and the two words they will tell you are: "Your mission." Ask a typical financier and the two word they will tell you are: "The economy." How about if I ask you?  What two words do you think you must understand for your practice to live and grow?