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So, I will look at it from a point of view of it not necessarily being from a financial

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perspective because they have to have a vision.

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And I'm not sure they hide from focusing on it.

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I think there's some that just get distracted.

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And they get distracted or they don't have a vision.

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So if one, if you don't have a vision, a lot of entrepreneurs, they want to sell their

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product.

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They think that's their vision.

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And when you're struggling, guess what?

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That's the only way you're going to survive is by selling your product.

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So you have to forgo the bigger picture to survive at the beginning.

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And so that's why when you ever see any brand...