Hard realities of entrepreneurship

06/24/2013 | Fast Company online

One of the most difficult parts of building a startup is convincing consumers to give your product or service a shot, writes Francine Hardaway. "Most people are risk averse. They'd rather do nothing -- if that feels familiar -- than try something new," she writes. Other things to keep in mind when running a startup are that your idea probably isn't entirely new and your employees have different motivations than you do.

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