12. The Biggest Mistake Entrepreneurs Make

Do not be tempted to skip the research phase of the marketing planning process! It does not matter if you are writing a plan (1) for a new business; (2) if you have been in business for awhile and you are writing your first plan; or (3) you are updating an existing marketing plan—do all of the exercises. I promise you will gain tremendous insight from doing them. Once you have written the plan at least once, then you can begin to update it using the real-time methods outlined throughout the book. Remember, writing a plan is always harder the first time, but once it is done, it becomes easier to keep it current.

The biggest mistake that entrepreneurs make, which causes most business to fail, or at least ...

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