Do you want your business to be sought after? To be the name on everyone's lips and the "go to" people for important items? Here are 10 simple steps that will make sure you're always in demand.

1. Look for an area of work that's under-served and become an expert there.

Don't focus on fashion or what's "hot" today. Everyone else will be piling into that field and it's tough to stand out from such a mob. Focus on areas with unmet needs. The only people who make money from "hot" areas are the ones who got there early. Find your own "hot" place and be the first.

2. Be Yourself

It's your unique advantage. Don't throw it away by hiding who you really are behind a mask borrow from some ideal notion of who you think you ought Customers don't do business with people they don't trust.

3. Relax

Don't be so intense. People who are in demand are likeable and fun to have around. If you get too obsessive, others will tend to avoid you and chose someone else -- even if they aren't as good as you are in absolute terms.

4. Don't crowd people

Leave room for others to express themselves and win a little limelight. If you're ego is too large, others will fear you'll overshadow them, so they'll keep you away.

5. Be open to good ideas from anywhere

Fresh thinking is always in demand. Don't make the mistake of assuming you have to dream everything up yourself. Surround yourself with able, fun people and listen with an open mind. They'll happily provide you with more good ideas than you can use. Just remember to give them the credit.

6. Keep building your confidence

Confidence counts for more than you think. If you're confident in yourself, others will look up to you. People like strong leaders: strong as in confident and trustworthy, not arrogant and domineering. If you lack confidence in yourself, why should anyone else have any confidence in you?

7. Stick to your vision and values

Natural leaders draw others with what they believe and the futures they see. A touch of visionary fire will always attract a following.

8. Don't limit yourself

Don't limit yourself. Most people who don't make it fail because they lacked the courage to go for the opportunities they could have. Or they gave up too soon.

9. Never simply imitate

Always add your own twist. If you copy others, you'll never be more than an imitator, and imitators rarely get too far. To be in demand, you must be unique. Take things and find a way to make them better.

10. Be passionate

You need something to keep you going -- some deep motivation. Believe me, money won't do. If you aren't passionate about what you're doing, you'll soon run out of steam when problems pile up.

Passion is also a huge attractor. Passionate people spur our interest. Passion makes us listen. It makes us take it seriously. Love is arguably the most wanted commodity of all time. Make people love what you love and you'll have customers for life.

Adrian W. Savage writes for people who want help with the daily dilemmas they face at work. He has contributed more than 25 articles to leading British and American publications and has been featured in The New York Times, The Wall Street Journal, USA Today and The Chicago Tribune.

Visit his blog on the ups and downs of business life.