The underlying assumptions to make business There is a lot of literature which are concerned to educate people from all over the world about how to develop a successful business, they talk about planning, innovation, market research, advertising, sales, etc., but If we take a look over the premises that bear our contemporary free-market economic system, you will realize that the issue is simpler because it is just based on the cost-efficient dogma i.e. make money with the less cost at the maximum profit, that's all, your business decisions must take into account that dogma, I am not saying that reading business books are a waste of time, but in a world where time is money, it is inefficient to invest a lot of time studying and reading books during business hours, but it will be advisable to read them after your day's journey. Another issue is planning, a lot plans, theoretical people tell us that have a business plan is mandatory if you want to manage your business, the problem is again the time available for planning, If you are a small business this decision could entail less time for prospect new clients or attend them, but how do you know that you are prospecting properly if you don't have a plan, this is the dilemma.