False beliefs, assumptions, or convictions are deadly to entrepreneurs’ operations.
For an entrepreneur, the truth related to opportunity, market, product, and customers is a constant pursuit. The truth, however, is fungible. Things change and if you want to succeed as an entrepreneur, you need to match the moments of truth with appropriate change. Discovering the truth about your business, or your customers or your marketplace is one side of the issue. The other side of the issue is avoiding false beliefs.
So, where will you encounter mistruths? Fom people who provide false statements, beliefs or assumptions in the form of opinions or advice. It is a fact of life that people will mislead you on occasion. Some people will intentionally mislead you, and others will inadvertently mislead you. Some people will do it all the time and others will do it only sometimes. Either way, a person’s intention is irrelevant if you are ultimately misled or make decisions based on faulty information.
