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We like to say, “Do more of what works!” But does that mean you should continue selling products when most of your audience is just starting out and isn’t in a position to buy?

In the long term, you can become a trusted advisor to your audience by providing them with free value now… but to stay in business, you have to find the portion of your audience that will pay, and offer them something they’re eager to buy.

If you want to make a lot of money, you have to change your mindset about what “a lot of money” means. This isn’t, however, an invitation to get reckless with your spending. When we say, “If you think $1,000,000 is a lot of money, you might make $100,000,” it doesn’t mean you should spend money like you’re a millionaire; it means that understanding how people think about the value of their money is key to getting paid a lot of it!

It seems like there’s no way to run a business these days without relying heavily on social networks to build and reach an audience. But what do you do when you have ethical concerns about those networks and the companies that own them? There’s no simple answer here: it comes down to your goals for your business, and how your values guide the actions you’re willing to take in pursuit of those goals.

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