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McGrath cited re: No “Happily Ever After” Entrepreneurial Failure

“… location choice, lack of experience, underestimating the costs and effort are typical mistakes entrepreneurs make that lead to their business closing,” said Rita Gunther McGrath, an author and professor at the Columbia Business School.

“People are usually overly optimistic when they go into the business,” she said. “I always say triple the money needed, triple the work and then think about it.”

For the entire No Happily Ever After for dream article at AZ Center click here.

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