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The “fearless entrepreneur” is a myth: why you don’t have to take risks to build a successful business

When I was a kid, I worked in my cousin’s gift store.

I was so bored during those long, hot summers that I didn’t even ask him to pay me.

But one day I had a brilliant idea. I would go into the hills, pick figs from local gardens, and sell them to tourists.

I shared this plan with my cousin.




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