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Links: Top 12 lies (marketing maladies)

So, why do these delusions I call maladies crop up when starting a business., I think there are a couple of reasons.

• Usually, in a conventional business plan an entrepreneur is making far too many projections about a potential market that, because it does not exist yet, he, of course, knows absolutely nothing about.

• Like the lone entrepreneur sitting next to his small business administration advisor, no member of a marketing team wants to seem negative by suggesting that predictions about a non-existent market are questionable at best.

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