PART TWO
RUNNING AWAY FROM THE CROWD
If everyone tells you it is a good idea, run the other way.
—Jay Rogers, Local Motors
Many of today’s most successful companies were launched by entrepreneurs during particularly inauspicious economies (Microsoft is one oft-cited example) or in the most inauspicious markets. One estimate is that half of the Fortune 500 and half of the Inc. list of fast growing companies started in such circumstances.1 On the surface, this should seem strange to us because one of the most important skills we want entrepreneurs to have is the ability to assess markets for their attractiveness prior to entering into new business lines or ventures: the more attractive, the better. Obvious, right? Evidently, this lesson does not ...
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