“I’m going to cry,” was all she could manage to say for about 10 seconds while she fanned her face with both hands.

My friend was at a crossroads of hanging onto a soul-sucking job and leaping into an entrepreneurial adventure.  Her greatest fear was that the new business would not replace her lost W-2 salary fast enough.

Perhaps you’ve been there.

In America, when we don’t like our current job, many of us start our own companies.  The attrition rate for new businesses is staggering in America…mostly, I believe, because beginning business owners don’t know how to tell their brand story to their customers.


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