CHAPTER 9

FACE THE FACTS BEFORE YOU START

… In which we discover how hard it is to get an honest opinion of our plans and how vitally important it is to face up to reality.

HONESTY

As we plan our enterprise and decide what it is we want to do, the one thing we need, and which is almost impossible to find, is honesty. I don’t mean our honesty as it relates to our integrity with customers, suppliers, or even the law. What I am referring to is the honesty – the brutal, tough, uncompromising honesty – that we are going to need from others about our enterprise so that we avoid the horrible fate that awaits the deluded when it comes to self-employment.

How will you find out if your ideas are sound before you sink your life savings into them (first ...

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