I once had a friend who was doing pretty well in the company he was in. He was an electrician, and he was paid well -- but he always felt envious of the salespeople in his company, who enjoyed better lifestyles than he. So he set out and read every manual, course, and book on sales he could find -- and in less than a year, he was a successful salesman, earning twice he did as an electrician.

My friend wasn't a businessperson -- he worked in a company, so he was always taking orders from his superiors. But this employee learned a valuable lesson that eludes most start-up business owners today. To be both successful and satisfied, you have to discover your talents -- and invest in those talents without fail.

Here's how a business grows and thrives. As a business owner, you'll want to grow your rate of returns for the equity you invest in it. A good way to do this is to divert resources to areas of your business with higher potential, and taking resources away from areas with lower potential. (If some areas don't perform at all, it may be a good idea to discontinue them altogether.)

My friend did this by realizing he wanted to be a salesman (step one), then investing the time and energy to learn about how to become one (step two). And the rewards were obviously substantial.

If you're a business owner (or would like to become one), it's important not to stumble right on step one. Some business owners make the mistake of going into a business they know little about, simply because it "makes money." These are the same businesses that don't last long.

Instead, focus on your talents. What are the things you're good at that other people seem to have difficulty doing? What are the things you love to do -- so much that you'd do them even if you didn't get paid for it?

Your answers will lead you to your talents. Once you find them, start investing in them!