It mainly has to do with how you treat your employees. When I had a business with independent contractors, I treated them mostly as equals. They had a lot of freedom, received rewards and praise for good work, got paid very quickly, were allowed to give input and be creative, had many perks, the job was more fun than work, etc. If you're helping to enhance people's lives whether they're your customer or employee, then you're truly offering something of value.
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