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The E-Myth Revisited: Why Most Small Businesses Don't Work and What to Do About It, by Michael E. Gerber

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The commodity is the thing your customer actually walks out with in his hand. The product is what your customer feels as he walks out of your business.
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The E-Myth Revisited: Why Most Small Businesses Don't Work and What to Do About It
The E-Myth Revisited: Why Most Small Businesses Don't Work and What to Do About It
by Michael E. Gerber
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