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Link: Top 12 lies (marketing maladies)

11. You talked to an advertiser who loved your idea.

I talked to a supplier who likes mine too. Unfortunately, like your new found supporter, he'll be sending me a bill for his services whether my businesses succeeds or fails.

12. You found a "rock star" to join your team

A heavy weight in any field is only as good as his/her present performance, but what you'll often wind up paying for is prestige and past accomplishments. A hungry unknown will often serve you better.

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