The abbreviation TCB, stands for Taking Care of Business and was created by Elvis Presley to define the band and organization that would take him back on the road again.
He had announced his comeback after 10 years, in “The 68 Comeback Special” on tv, and now he would form a group of professionals and friends, also known as the Memphis Mafia, who would accompany him for the rest of his life.

TCB was an identity, a belonging, and a point of pride. It was a social structure, and not a formal one. And the TCB logo was adopted by the group of people surrounding Elvis, as well as used in custom made jewelry and clothing, and in Graceland.

And when building a business, you should be on the lookout for this joint collab feeling, more than for single transactions or “getting” clients.
Your clients are already there.
Either literally, like Elvis who chose collaborations with his highschool friends, family and from people he knew from his time in the army;
Or you don’t know them yet, but they already exist, and they already have the interests and the personality, that matches who you are and what you are about.
Clients are not created nor persuaded, all that will change in the future is that you then do know each other. 

The first thing I want you to do is to picture your Beyond-Belief client. Could be an organization, or it can be a specific person, but it would be a client that (right now) you feel a separation from.
You very much feel it is “No Way” that person or organization, will be wanting to do business with you, because you’re “not there yet”, not known yet, and so on.
These are all excuses, but I won’t trigger you going down that road, because whether you believe or not that person can already be your client now, is surprisingly irrelevant to this story.

Now I want you to take on board the idea that your job is to start HOLDING THE SPACE, for this client to show up.
It’s like if you were an investment banker, you would have to be comfortable moving around millions and millions, with the same grace and ease a baker moves around flour, dough and pastry.
You need to start to energetically hold the space for the presence, the personality, the topics and challenges this client or business partner will bring with them.

Leonard Cohen tells in the documentary Words of Love, about his lover Marianne Ihlen, something along the lines of:
“You can only fill each other up if you are of equal size”
Meaning not (just ;)) the physical union, but that two lovers need to have a similar size personality.

To be at peace and open to your dream client, you need to practice that and be the bigger sized you, now.

Setting price points, designing your product offerings, setting up your daily communication; All those things come on top of this, because they are a natural extension of it.
But if you start with the details you will never get to the definition of a business I am about to tell you.

Just like Elvis would never have gotten to the well-oiled machine of his TCB posse if he had just hired professionals for all different areas, and put them together on a tour bus.
He started with a vision for his organization, and so should you.

And if you already have a business, this definition allows you to develop a vision and bring your company to a way higher level, where clients feel at ease, and so do you.

This is my definition of a business:

To have a business is to be in an active and committed relationship with clients, potential clients and repeat buyers.
This relationship is based on a shared future vision, where the growth of clients, business owner and business, are a mirror image of each other.

It is the responsibility of the business owner to build and develop the company so that it embodies the desired future of both business owner and clients.

Suzanne Beenackers

In this modern world the people with whom we have a deep and meaningful relationship, are few. The true scarcity, is human connection. 
And what we are truly selling, is the future promise of a certain area of their lives taken care of, as well as the promise of a future relationship.

A bakery doesn’t sell a loaf of bread today; They sell the promise that the area of bread is taken care of for an indefinite period of time.
Applying the elements of growth and a future vision, can expand on that.
It can turn the promise of taking care of the bread, into a meaningful relationship.
The client should have an understanding what the long-term vision for the bakery is, and how they are part of it.

It doesn’t matter if your client buys from you today;
Your job is to develop a relationship where selling and buying are a natural part of what you have, and they are surrounded with joy, reverence, and anticipation.
Buying is like the exciting icing on the cake.

Your job is to build a business where your dream client will feel at home and will taken care of. 

Your job is to build a business, under Grace.

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~Suzanne
become the Rock Star you were born to be

Yes, I know! 💡💯
Or better yet, I KNEW!
Because I forgot every word and needed to hear this, from my 2023 self😎
13 Oct 2026

TCB Taking care of business, Rock Star
was the seventh Catacombe Rock Star post

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💎 This post was revisited and upgraded on Tuesday 13 October 2026.

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🗞️📰 since MAY 2024: SUBSTACK