Excerpts from The Real American Dream, Creating Independence and Running a One-Person Business
Some people say the American Dream is about making money; I say it’s about controlling your own life, about independence. It’s about customizing your life to fit you, not someone else. It’s also about creating financial independence in a way that suits you.
It’s been said that Americans love the idea of improvement, that we become excited just thinking about a better way. For me the combination of independence and improvement is the original American Dream. We want to do it ourselves and do it better.
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Your attitudes are the single most important factor in making a success of your business.
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Starting a business is not a linear project. You can begin anywhere and proceed from there. |
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“Control” is not a dirty word. Exercise control of your work and life and don’t apologize. |
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Many people have good products or services; fewer pay attention to attitude, knowledge, and business details. |
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You will need to enjoy designing the business and running it nearly as much as you enjoy creating your product or service. |
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| On naming your business...
Throughout history and through diverse cultures naming has been synonymous with control and power. The god who creates also names his or her creations. In the fairy tale, the miller’s daughter gained power over Rumplestiltskin simply by learning his name.
Think of naming your business in the same light. You create your business and you name it. To a large extent, you control how the public perceives you through the name you give your business.
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"The combination of independence and improvement is the original American Dream."
Book Excerpt :
What's in a name?
A name should:
1. describe your business, or at least give potential customers a clue,
2. be simple,
3. be easy to pronounce, and
4. be easy to remember.
5. If it is clever, too, all the better.
- Chapter 17, page 110
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