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Link: Top 12 lies (marketing maladies)

9. You have the perfect "positioning" for your product in the marketplace

This means you will decide ahead of time how the people buying your product will use it. Wouldn't it be funny if the guy who invented the first shovel thought a broad headed club would be more effective as a defensive weapon?

10. You need outside consultants to make your idea work.

This could be a way of saying you don't know what to do next. Be wary. More help means more bills and before you make a single cent that's the wrong way to be headed. Help is something you should seek when you have already started bringing in cash flow and have know more time to increase your own efforts. It will be clear to you quickly whether outside help is worth the investment.

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