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Retail 101: The Guide to Managing and Marketing Your Retail Business by Jason Prescott, Nicole Reyhle

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2Stepping Outside Your Comfort Zone

I am always doing that which I cannot do, in order that I may learn how to do it.

—Pablo Picasso (1881–1973), painter and artist

ACCORDING TO Joe Abraham, author of Entrepreneurial DNA, there are four kinds of entrepreneurs. Builder, opportunist, specialist, and innovator represent the various personalities of owners of small, medium-sized, and large businesses when it comes to being their own boss. Although independent retailers will embody one or more of these four entrepreneurial DNA personalities, all entrepreneurial personalities are likely to create the habit of working within their own comfort zone.

Having founded our own businesses, we can relate firsthand to the challenges of being an entrepreneur. ...

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