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

By Danielle Kennedy

Opinions expressed by Entrepreneur contributors are their own.

How does an up-and-coming entrepreneur turn a trend-settingbusiness into a fleeting fad? By not getting smart about his or herproduct.

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

Her answer made me stop and think. Yes, it's important toselect a business that won't just be a passing fancy, such as aPet Rock distributorship. But no matter how stable a productbecomes in the overall marketplace, it can still "fadout."

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