Tolerate fools, understand fools, and exploit fools.
The payment willingness and ability of tribal populations is also important, while it's also necessary to consider whether the other party is willing to switch service providers, and persuading freeloaders to pay can be difficult.
Can They Pay? Will They Pay? Sometimes, you will be serving companies that have a budget for what you offer. Other times, you could help a currently underserved segment of a low-wage industry. The capacity and willingness to pay will be very different between those two.