Starting a business is hard. Most people fail, but it doesn’t have to be that way. Of the millions of people who start their own small businesses, about 20 percent fail in their first year and 50 percent fail in their fifth year. While many factors can affect a business’s success, the single biggest mistake new business owners make all comes down to one thing. And THAT is the subject of this book: Choose is the result of intense research of thousands of customers, students, and clients to find the #1 thing that separated those who were successful, from those who weren’t.
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