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What'Cha Afraid Of?

These entrepreneurs are a superstitious lot.

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This story appears in the May 2001 issue of Entrepreneur. Subscribe »

"Before I do a workshop or a seminar, [my clients] pay thefee ahead of time. But I never cash the check until it's over.The couple of times I've done that, I've gotten sick,couldn't do the work and had to give the back. SometimesI have a check two or three months ahead of time, and I [still]will not cash it. It's just bad ."
Cherie Kerr, founder of corporate training company ExecuProv inSanta Ana, California

"Somehow, I got it into my head that I cannot read the lastpage of The Prophet by Kahlil Gibran. If I readthat last page, I predict disaster. When I started reading [thebook], I must have been in a [superstitious] mood. I got the ideathat if I read [the last page], something terrible will happen . .. the will go under or I'll die . . . I don'tknow. So I keep it around, but I never read the lastpage."
Mark DiMassimo, founder of DiMassimo Brand Advertising in NewYork City

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