If our potential entrepreneur were to follow the typical reasoning governing risk, he would do in-depth research to estimate not only the size of the market, but also all the risks he might face (competitors, changing market conditions, etc.).

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If our potential entrepreneur were to follow the typical reasoning governing risk we have all been taught, he would do in-depth research to estimate not only the size of the market, but also all the risks and challenges he might face (competitors, changing market conditions, etc.).

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To do so successfully we need an in-depth understanding of the customer that only comes from research and a partnership with your customer base.

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