"Should" is a word that spent a lot of time in my business, but it had no place being there. The word implies a level of obligation in business. Take a mailing list for example, its a very common "should". We should all have a mailing list because that's just what people in business do. We should all have a website because every business needs one. We should all write a blog. We should all have this and we should all have that. The business should be formatted this way or that way. It's like somebody created a business cookie cutter and everybody is supposed to follow the models they made.