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you received on your midterm paper detailing the consumer trends in emerging third-world nations will not translate into more revenue for your business.
     
    Yes, you’ll need to be able to properly articulate your value proposition and communicate it intelligently to prospective customers and partners. However, to survive in the real world, there is a different set of secret weapons on which you’ll need to rely: hustler instincts, the intuition for problem solving, and good old-fashioned perseverance. These traits will enable you to open closed doors, surpass your competitors, and make things happen.
     
    LIFESTYLES OF THE POOR AND VAIN
     
    Be honest. You’ve undoubtedly daydreamed about owning yachts, Rolexes, mansions, and a Rolls-Royce. There’s absolutely nothing wrong with this dream. I still hope to someday drive my Ferrari into the garage of my private 4,000-acre beach resort in Fiji. However, if the only reason you want to become your own boss is so you can live out some MTV Cribs fantasy, the only Rolls-Royce you’ll ever drive is the one the successful people hire you to chauffeur.
     
    Get your head out of your idealistic E! True Hollywood Story ass.
     
    The goal to become rich and famous leads to developing an unrealistic state of mind that will prove detrimental to your decision-making abilities. Indulging in a foolhardy, ego-driven, “going-for-millions” mentality will quickly become a “going-for-broke” gamble that will lead you one step closer to saying, “Would you like fries with that?”
     
    Most business owners never earn millions or bask in the spotlight. Does this mean that most small business owners are failures ? Absolutely not. For every trendy start-up you hear about Google acquiring for 10 figures, there are hundreds of thousands of successful small businesses you’ve never heard of that generate a healthy income to support the lifestyle of some smart entrepreneur and his family.
     
    Don’t fall for the hype. Not only did the rock star entrepreneurs you’ve seen and read about in the media work extremely hard to make it big, they were also lucky. They were in the right place at the right time, with the right story and the right product or service. I’m not saying that you’ll never achieve this level of success, but you’ll be better off reorganizing your priorities, resetting your expectations, and setting more realistic goals.
     
    SHUT UP, PINOCCHIO
     
    You have a dormant virus inside of you, and if you don’t get the antidote fast, it’s only a matter of time before it overtakes your business.
     
    At first, the virus will seem harmless. You might begin by enthusiastically promoting your business idea as a “sure thing” to perfect strangers. Slowly but surely, the Stage 2 symptoms will start to cloud your judgment—and you’ll begin introducing yourself to prospective significant others by handing them a business card and saying, “Hi, I’m a CEO.” Before you know what hits you, the full bug will manifest itself, causing you to uncontrollably spew irrational, nonsensical verbal diarrhea ad nauseam. Without revenue or a single client, you’ll convince yourself that Apple’s acquisition of your masterpiece is inevitable—and then it’s only a matter of time before you retire to a private island, smoking hand-rolled cigars crafted from $100 bills.
     
    Am I referring to salmonella or mad cow disease? No. I’m talking about the Liar’s Disease.
     
    Want to guarantee that no one will trust your abilities or your company? Keep talking out of your ass. There is a fine line between enthusiasm and exaggeration. Don’t cross it. Pathological smooth talking or outright lying will cause others to view you as an untrustworthy, arrogant used-car salesperson.
     
    Instead—be authentic. From your clothing to your work ethic, you are sending a message to others with every decision you make. Whether you’re a T-shirt-wearing tech-nerd or a super-polished, suit-clad