The gospel of entrepreneurship has been preached as this lone ranger, superhero journey, it has been made out to be about the one individual.

It is not about the entrepreneur, not about the individual, but more about the customer.

The hero of the show is not the entrepreneur, the hero of the show is the customer.

Once you look at it this way, you stop making it about you [an entrepreneur], you stop obssessing about what if they reject me, because you know it is not about you, it is about what they want.

Start that business because it is important to solve thousands of your customer’s problems.

Start it because you are doing it for them.

It matters because it is for them.

It is their solution, and your business is in the best position to offer that solution.

Obsess about your customers more than you do about you.

Move from narcissistic inward looking, to be empathic and outward focused.

You will know a lot more about your customers if you are outward focused on them.

You don’t control your brand anymore, your customers do.

Your job, your business’s job, is to serve your customers.

Start with your customers and work backwards.

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