Never start a business just to make money. Stop chasing money and start chasing needs. Let me repeat that, because it’s the most important thing in this book: Stop thinking about business in terms of your selfish desires, whether it’s money, dreams or “do what you love.” Instead, chase needs, problems, pain points, service deficiencies, and emotions. Entrepreneurs fail because they create businesses based on selfish premises, and selfish premises don’t yield profitable businesses; they lead directly into the 90% failure wastebasket.
