Many experienced former employees spend a lot of time beating themselves up for having to learn so many of the entrepreneurial lessons that they thought they would know already.

Each new solution that your business develops should be at least as profitable as the last solution you developed. The exception is if this new solution is primarily meant to acquire new customers that you can sell a more profitable solution to down the road. Just be sure you make that link so the

The first thing to do to make it through Stage 1 is to focus on what I call your “beachhead” offer.

Summary: Stage 2

A fundamental but often unspoken truth about starting your own business is that there are often long grind periods, sometimes without producing any of the results you want. You’ll need something to drive you through the uncertainty of making your new business happen. If you focus on those things that make you come alive, it makes the entire process

The Paradox of Choice, that shows that having more choices often leads to less choosing. Having so many possibilities around what business you could start can make it harder for you to choose which business to start.

we entrepreneurs are capable of solving all sorts of problems. Yet many of the problems aren’t real problems - they're things we made up. As Thomas Jefferson said, "How much pain they have cost us, the evils which have never happened."

“Whenever you see a successful business, someone once made a courageous decision.” —Peter Drucker

that's what your job is to do now – test, fail, and iterate, while keeping your offers down to as few variables as possible.