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Why Wait?


By Rieva Lesonsky

Opinions expressed by Entrepreneur contributors are their own.

Last year, most experts predicted our economy would be well onthe way to recovery in 2002. Well, the year is nearly over, and,for most of us, 2002 is not the panacea we were told it would be.In fact, for many people it is worse. And now with so muchuncertainty about so many things, who knows what 2003 will bring?At the risk of sounding like a New Ager, the air is filled withnegativity. Now, I'm not foolish enough to attempt a predictionabout our economic future (though in next month'sEntrepreneur, we will boldly forecast next year's mostimportant business trends and hot businesses), but there issomething I can safely say: It's a sure bet that the 19 youngentrepreneurs featured in this issue's "Got ID?"feature, starting on page 66, weren't listening to the doom andgloom as they grew their million-dollar (or multimillion-dollar)businesses.

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That doesn't mean they were oblivious to the conditionsswirling around them. How could they be? But they (and countlessothers of you) didn't let the negativity (economic andotherwise) affect them, their goals or their companies. And if youwant to succeed, you're going to have to develop a thick skinas well. Of course, you need to take various outside factors intoconsideration when making your business plans. But mostly you needto figure out why people will want to buy your product or servicenow. What do you do, what can you offer, who can you target tobuild your business today?

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