CHAPTER 4
The WHAT
Choosing the Right Side Hustle for You
There’s no shortage of remarkable ideas, what’s missing is the will to execute them.
Seth Godin
Most people are never trained to evaluate a business opportunity. In fact, they tend to stumble onto an idea based on a random association, industry, or skill they may already have. Or they may spend hours searching the internet only to feel overwhelmed and frustrated and not take any action. We often talk about ROI, return on investment, but keep in mind there’s also COI, cost of inaction, which is the common story for many eternally aspiring entrepreneurs. Conversely, some are overeager, dropping hundreds or even thousands of dollars into online courses, coaches, or training that doesn’t ...
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