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This story appears in the June 2007 issue of Entrepreneur. Subscribe »

Mark Sigal was excited about a promising engineer he hired for his technology startup. But the employee eventually quit, and an exit interview revealed the underlying problem.

"He thought he was signing onto X, but we were giving him Y," says Sigal, 41, now co-founder and CEO of vSocial, a 5-year-old Tempe, Arizona, firm that helps companies manage video clips on their websites.

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