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Living Proof by Adam von Gootkin

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CHAPTER 8SNOOZE YOU LOSE, BOOZE YOU WIN

Seizing Opportunity Before It’s Too Late

If losing our chance at being the first legal moonshine on the market taught us anything, it was that he who hesitates is truly lost when it comes to starting a business. That’s why once you zero in on exactly what gap in the marketplace your venture is destined to fill, you’ve got to strike while the iron is hot—particularly if, like us, you have the sense that your product or service is inevitable. It’s all about tuning into the zeitgeist, then finding a way to differentiate your offering from the rest.

Distinguishing ourselves from the other, more novelty-oriented moonshines on the market was easy. Well, not easy—it was, and continues to be, a tremendous effort. ...

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