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What's Love Got to Do With it?

Is a passion for your idea enough to base a business on--or is a hot market opportunity a better guarantee of a sure thing?

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This story appears in the February 2005 issue of Start Up.

When it comes right down to it, owners fall into two camps: People who follow their passions, and clear-eyed folks who look for great moneymaking opportunities. Each side says its approach works best.

On one hand, following a market opportunity has glittering allure: A great opportunity can make a lot of cash. On the other hand, following your has romantic appeal: All day long, you're around a product or service you .

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