Win the Side That's Bleeding.

In every market, one side is hurting more than the other. Sometimes buyers are desperate and suppliers are picky. Sometimes there's a glut of suppliers starving for work and buyers can take their pick. The bleeding side - the one in pain - is where your leverage and your loyalty are born, because they need you most and will reward you most for relief.

Read the market and serve the bleeding side first. Tie them to you while they're in pain and they'll stay when the pain passes. The middleman who always knows which side is hurting, and rushes to be the one who stops the bleeding, is never short of grateful, loyal customers.