00:00They're the number one reason why people fail.
00:01Lack of brains, lack of effort.
00:03They don't do the work, they don't learn.
00:04When you start a business, you're never in a vacuum with no competition.
00:08And if there's going to be competition, that means somebody else knows your business as well as you do when you get started.
00:13And if you walk into a competitive environment and they still know more about the business than you do and more about your customers, you're going to lose.
00:21But most people don't consider that.
00:23They don't do the work.
00:24They don't learn more about their industry.
00:25They don't know even about their business.
00:27And so you've got to put in the effort to know more about your industry than anybody else.
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