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If you don't know your product inside and out, you won't make the sale.

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This story appears in the March 1997 issue of Entrepreneur. Subscribe »

How does an up-and-coming entrepreneur turn a trend-setting business into a fleeting fad? By not getting smart about his or her product.

Stay with me on this. In the December issue of Entrepreneur, Robert McGarvey interviewed futurist Faith Popcorn. He asked her the difference between a trend and a fad. Popcorn replied: "Trends are big and broad. A fad is shorter in duration--a flash in the pan."

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