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Breakthrough Branding: How smart entrepreneurs and intrapreneurs transform a small idea into a big brand by Catherine Kaputa

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Chapter 10Take the “Work” out of Networking

Nothing is so powerful as an insight into human nature … what compulsions drive a man, what instincts dominate his action … if you know these things about a man you can touch him at the core of his being.

—Bill Bernbach, Legendary “Mad Man”

Traditionally, we have seen the entrepreneur as a lone wolf who creates a big, powerful enterprise on his own. The reality is quite the opposite. Successful entrepreneurs cultivate a network of contacts. Alliances with others will keep you in the know and stimulated, and your business will be more successful as a result.

No matter how great your business idea is and how smart you are, you can’t grow a business alone. Of course, we’d all like to believe that business ...

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