All businesses have strengths--and we hate to admit--weaknesses. So when it comes to running your operation, focus on the factor that best generates business. As an example, Helen Ling, owner of a gift shop called Enchantments that specializes in jewelry and other items hand-made by skilled artisans, uses the calendar to promote different gift items. In May, she features Mother's Day gift ideas, in June, the focus is on brides. Naturally, the holiday gift season looms large.