Speaking at the Entrepreneurs Wales 2012 conference at Cardiff’s City Hall, the IRON MAIDEN star and founder of Cardiff Aviation urged delegates to make their businesses something their customers could not live without.
"The key thing is to figure out how to make yourself invaluable – to be the ultimate virus – to get into the system, a corporate, or somebody’s head and become indispensable," he said. "They can’t do it without you because you have invented some widget or some software or because you are who you are."
He warned that businesses also had to adapt to survive, drawing on his experiences from the music business.
"You have to make music because that gives you the moral authority to play live, but everybody is going to steal it or get it for a fraction of what it was worth," he said. "It makes it a little more tedious – the music is free, but the T-shirt now costs you 100 bucks."
His own band, Iron Maiden, recently sold 50,000 tickets for a concert in Stockholm in 49 minutes, such was the demand from fans.
"Everything about being an entrepreneur is about the customer," said Mr Dickinson. "If I turn the word ‘fan’ into ‘customer’ that’s not a bad customer satisfaction rating, is it.
"Are all your customers fans of what you do? Apple have got fans – people who believe their little devices are a pathway to a better tomorrow. To turn your customers into fans you really have to target them and know exactly who they are and what you are going to deliver for them that is different to everybody else."
Read more at WalesOnline.