Companies should present themselves with humility, honesty and personality on their websites as it is part of their public image. When starting a business, one must first study the target market. Companies aim to outperform competitors and assure loyal clients that no other company can take them away. To be successful, a company must promote its products and find customers as people do not always actively search out new companies to buy from. Companies fear losing their market share to competitors as there is only an intangible barrier separating them. Negative feedback from customers creates distance between companies and their market. Companies are also wary of revealing internal workings as competitors may copy their strategies.