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Your Changing Path

Though your route may curve, you can still make your way to your goal.

This story appears in the March 2006 issue of Entrepreneur. Subscribe »

Recently, a colleague of mine prepared for the announcement of a new service. She created terrific press materials, enlisted her colleagues to help spread the word and arranged for an interview with a local business columnist. She even hired a publicist to review her materials to ensure they would make the desired impact.

She thought she had planned for every contingency, and then a hurricane hit near her city. Her announcement got lost amid the news of the damage caused by the natural disaster. She also felt it was in bad taste to promote her business during this time of turmoil.

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