According to the author and his review of chapter 3:
There are four categories of preference that every business must satisfy in the minds and hearts of each of its four primary influencers.
Visual preferences
Emotional preferences
Functional preferences
Financial preferences
They make up what I call the E-Myth Enterprise Matrix. Each of these categories is accompanied by specific criteria that must be met if the enterprise is to be an E-Myth Enterprise. Follow me on a journey that will make this clear and significant to you.
