Category Archives: entrepreneur

The Entrepreneur’s Checklist

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Friday, 2:15pm
Reno, NV
“I read the news today, oh boy…” (Lennon, “A Day In The Life”)

Howdy…

One of my favorite quotes from Gary Halbert: “There is nothing that cannot be accomplished by a man who refuses to face reality.”

You laugh, but he was dead serious. One of the reasons we became fast friends was our mutual outlook on life – whenever reality was inconvenient to our goals, we just ignored the facts, lowered our head, and bulled forward.

That photo, above, is me in high school (from the yearbook). I loved basketball, and was good enough to become the captain of the “B” squad my junior year…

… however, as should be evident in this photo, I ran into a brick wall trying out for the varsity a year later.

The guy guarding me as I took that jumper is taller than me by a foot. I was the smallest guy on the squad…

… and really, at some point a caring coach probably should have taken me aside and said “John, I know you love the game… but look at your family. No one is taller than 5’10”, and basketball is a sport for tall folks. You’re not going to magically grow into the size they want on the varsity team…”

I wouldn’t have listened, anyway. I’m like a Jack Russell terrier – a big dog trapped in a small dog’s body. Eventually, in sports, my poor eyesight and lack of height stopped me…

… but I had fun for a couple of years in the meantime.

Later on, as I was gathering my courage to try copywriting, an actual professional copywriter earnestly informed me that I should not even try.

“It’s too hard,” she said. “You’ll never be a pro writer.”

That was, of course, the BEST thing she could have ever told me. I doubt I could have survived the first years without that internal motivation of needing to prove her wrong.

I call it “negative motivation”… and it’s actually one of the most powerful forces available for getting stuff done. I never saw her again, and don’t even remember her name…

… so it wasn’t a need to flaunt my success in her face. It was all internal for me – I used her as the “face” of the obstacles in front of me, and I even laughed when I later realized I was in a position to tell her “Fuck you, I made it anyway.”

Yes, my internal ego is an immature twerp sometimes. Chip on the shoulder, snarling underdog attitude, and an almost stupidly-aggressive and irrational refusal to face reality.

I am so grateful for it, too.

(By the way… I nailed that shot in the photo, above… and ended up with 20 points while also hitting the winning basket. Easily my finest moment in a futile, doomed effort to be a “real” basketball player. A has-been at 16.)

You do not need to be a belligerent rebel to be a good entrepreneur…

… but it can help sometimes.

Certainly, given the choice of sitting down to dinner with the business types in suits, who are uber-polite and careful in their conversations…

… or the rowdy crowd of rule-breaking ne’er-do-well whack job entrepreneurs who may easily get kicked OUT of the restaurant….

… well, you know which one I’d pick.

I was Halbert’s sidekick for a very long time, and one of the most enjoyable parts of the gig wasContinue Reading

Why We Blow Stuff Up On The 4th Of July (redux)

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Saturday, 1:35pm
Reno, NV
Wave that flag, wave it wide and high…” (Grateful Dead, “US Blues”)

Howdy,

As a kid, July Fourth meant fireworks, and lots of them.

We’d start salivating around mid-June, shaking like 10-year-old junkies until Pop finally drove us to the Red Devil stand in Fontana, where’d we stock up on the most gruesome display of flame, gunpowder and amateur rocketry possible.

Oh, the joys of ladyfingers going off under Aunt Ruth’s chair… of nearly burning down the garage when a bottle rocket zoomed sideways… of thrilling Roman candles singeing the shrubbery… of snakes, pinwheels, sparklers and fountains frothy with fire in the backyard battlefield…

It was freakin’ glorious, is what it was.

But I never made the connection to what, exactly, we were celebrating.

Later in life, I got into history, and I finally understood why (for example) my Mexican and European pals rolled their eyes at my stories of celebrating the Fourth by setting fields on fire with M80-loaded Silver Salutes, or blowing up toilets in the boy’s room with cherry bombs (as custom demanded).

Americans are a raucous bunch, that’s for sure. We take a lot for granted, we’re still fighting the Civil War, much of our politics is incoherent and illogical, and we can be pretty infuriatingly provincial.

Plus, we’re no longer world leaders in the stuff we used to be rockstars at, like education, social mobility, inventions, progress, medicine… and we’re in denial about much of it.

However, even acknowledging all of these glaring faults hasn’t made me as cynical as some of my hipster pals. As I’ve said many times, no political party would ever allow me to be a member, and you’ll never figure out how I vote or what my views are on the topics the news media obsesses about.

This causes some problems in social situations when colleagues just assume I agree with them on the major issues. And I usually don’t agree at all. I’m not a total cynic, but I find fault with almost every opinion I hear. I totally understand how a lot of folks do become snarling partisans, enraged at their polar opposites on all issues, bereft of hope for the future.

I just learned to loathe cynicism itself long ago. Worthless attitude, doesn’t help anything, doesn’t provide solutions, doesn’t make an iota of difference in what goes on. At best, the cynic may toss off an actual witticism…

… but mostly, they’re just too cool to be bothered beyond expressing droll boredom and a vague superiority at being “above the fray”.

Well, fuck ‘em. The social/political/world-affairs cynic is a close cousin of the dude who’s never met a payroll, yet feels completely qualified to deliver speeches on how everyone else’s business should be run.

And I learned to shut that guy out very early in my career. My first question, whenever someone was bashing an entrepreneur’s efforts, used to be “well, what would you do in his situation?”

Which, of course, produced exasperation that someone of such intelligence and knowledge as themselves should be required to come up with solutions.

The nerve, asking him to dirty himself with real-world considerations.

Nowadays, I prefer to just let the conversation die from non-involvement. No matter what the cynic is talking about, it’s the same game every time – either “they” (the mysterious folks apparently running everything) need to fix things, or the world just needs to stop bothering Mr. Cynic with its problems if no one’s gonna take his advice.

Yawn.

Yeah, you’re the guy I’m going to when problems need fixing. Those platitudes, snooty attitudes and arrogant dismissals of detail work oughta solve everything fast.

Oops, I let some sarcasm slip there. Sorry.

Anyway, I bring up my detestation of cynicism because it often rears its ugly head right about the Fourth of July, when guys like me start ruminating on what’s good about this country.

Yes, I know The Man is getting better at keeping us down. I know we’re being groomed for digital slavery by evil geniuses who want to control the universe. And I know it’s hopeless to fight city hall (let alone the gazillionaires currently corrupting every corner of the government with buckets of moolah).

But I’m an amateur historian. And I can scoff at the cynics because even a casual glance at the ride we’ve taken as a country so far lays bare a single fact: We’ve always been at each other’s throats… Continue Reading

Congratulations… Now, Stop Being A Wuss

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Monday, 7:55pm
Reno, NV
But it’s all right… in fact it’s a gas…” (The Stones, “Jumpin’ Jack Flash“)

Howdy…

It’s time for another orgy of graduation rites across the land…

… and, in honor of it all, I am re-posting my now globally-notorious big damn rant on the subject. This was one of the more popular posts I’ve written, so it deserves an annual rediscovery.

So, without further ado… here’s the fourth redux of that post:

Nobody’s ever asked me to give the commencement speech for a graduating class.

That’s probably a good thing. I’m pretty pissed off at the education system these days, and I might cause a small riot with the rant I’d surely deliver.

See, I have a university “education”. A BA in psychology. (The BA stands for, I believe, “bullshit amassed”.) I earned it several decades ago…

… and while I had a good time in college (height of the sex revolution, you know, with a soundtrack that is now called “classic rock”), made some lifelong friends, and got a good look at higher learning from the inside…

… that degree provided zilch preparation for the real world. Didn’t beef me up for any job, didn’t give me insight to how things worked, didn’t do squat for me as an adult.

I waltzed off-campus and straight into the teeth of the worst recession since the Great Depression (offering us Nixon’s wage-freeze, record unemployment, an oil embargo, and near-total economic turmoil)…

… so, hey, I should have a little empathy for today’s grads, right?

Naw.

While today’s graduates are facing similar grim economic times, there’s been a significant change in the concept behind a college education. Somehow, over the years, a bizarre mantra has taken hold in kids minds: “Get a degree, and it’s a ticket to the Good Life.”

A job is expected to be offered to you before the ink is dry on your diploma.

And it really, really matters WHICH school you get that diploma from.

You know what I say?

Bullshit. Okay, maybe if you go to Yale or Harvard, you can make the connections on Wall Street and in Washington to get your game on. Maybe. (More likely, those connections are already available, if you’re gonna get ‘em, through family bloodlines… and the Ivy’s are just playing up their famous track records in a classic sleight-of-hand.)

Put aside the advancement opportunities offered to spawn of the oligarchy, though… and the realities of life-outside-of-academia do not jive at all with the propaganda doled out by the university systems.

Many of the richest guys I know are drop-outs. Some are HIGH SCHOOL drop-outs. The few friends who did go to the kind of school whose name causes eyebrows to rise…

… are ALL working far outside their major. To the point that nothing they learned has proven to be even remotely useful to their adult life. (Unless they stumble upon another over-educated dweeb at a cocktail party and get into a bare-knuckle Trivial Pursuit marathon.)

Too many people get all confused and bewildered about “education” as opposed to “going to college”.

It’s not the same thing, folks.

Some of the most clueless individuals I’ve ever met have impressive diplomas… while nearly all of the most savvy (and wealthy) individuals I know done got educated all on their lonesomes.

I learned more about history, business and psychology in 2 weeks of serious pre-Web library surfing (with a speed reading course under my belt) than I did in 4 years of college.

And I learned more about life in 3 months of hanging out with street-wise salesmen than I did from ANY source, anywhere, up to that time.

By all means, go to college if that’s part of your Master Plan to having a great life. You’ll meet interesting people, and it’s a Rite Of Passage for many Americans these days.

But don’t do it blindly. Just cuz The Man says it’s what you’re “supposed” to do.

Do some critical thinking before you jump in.

And if you really want that degree in Russian literature, or women’s studies, or political science, or whatever… Continue Reading

Buzz And Awe, Redux

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Tuesday, 2:08 a.m.
Reno, NV
Is there gas in the car? Yeah, there’s gas in the car…” (Steely Dan, “Kid Charlemagne”)

Howdy…

Those of you in the loop know we’ve re-launched the coaching program of the Simple Writing System again.

We rarely offer this hand-holding, personalized, one-on-one mentoring (by coaches who are also successful copywriters). The last session was a couple of years ago.

No idea when another session will come around… if it even does.

We take this one program at a time. It’s notorious among marketing insiders, because of how effectively we’re able to transform almost anyone into a sales-message-producing machine… quickly and efficiently. It’s life-changing, and business-changing mojo…

… and that’s why the top marketers in the game have demanded that the folks in their organization responsible for marketing TAKE this course.

The personalized coaching in the SWS is extremely interactive Perfect for anyone who knows that hands-on mentoring is the best way to learn the simplest possible system (crammed with short-cuts) for creating all the sales messages needed for a profitable business…

… including all your ads, websites, video scripts, emails, AdWords, blogs and other social media broadsides…

everything that pumps eager prospects into your Sales Funnel.

So you can close the heck out them.  And get filthy rich and happy, and become the most successful entrepreneur or biz owner possible… because without killer, persuasive copy, you’re not going to find, nor close very many prospects.

Most marketers wander through the wasteland of Bad Business Practices their entire career…

… and never figure out how to SELL anything.

So, no matter how totally hot and good and righteous your product or service might be…Continue Reading

Department Of First-World Problems

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Thursday, 10:37pm
San Francisco, CA
If you want it, here it is, come and get it…” (Badfinger)

Howdy…

Quick post today — I’m hosting my awesome Platinum Mastermind early tomorrow, and have a little prep work left to do.

However, I thought you might enjoy sampling the kind of posts I’m getting global recognition for… on Facebook. So I ripped a recent one from the site, and put it here for your delight and consumption.

Social media confuses most marketers — many refuse to even engage with Twitter or Facebook (or any of the myriad other options online to share silly secrets and post photos you’ll regret later). But I was an early adopter, and eagerly so — I had one of the very first marketing blogs (which you’re enjoying here), one of the first biz-oriented podcasts on iTunes (and if you haven’t listened to the latest free podcasts I’ve been hosting, go to the Psych Insights For Modern Marketers site now and indulge: www.pi4mm.com)…

… and I’ve been breaking every “rule” on Facebook ever since it hit the mainstream. I use FB to have fun, sometimes… but also to share insight, advice, lessons and some of the more obscure (and funny) war stories I’ve gathered in my 30 year career. (I currently have 5,000 “friends” — the limit — plus another couple of thousand “followers”… and I expect them all to show up at my wake and cause trouble. I’ve made them promise, in fact.)

To get the full flavor of what’s up — including the very long comment threads that you are invited to join — you’ll need to pop over to my Facebook page (www.facebook.com/john.carlton).

However, here’s a nice little taste:Continue Reading

How To Force Me To Personally Advise You On Your Business… For Cheap.

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Friday 8:09pm
Reno, NV
“Just move on up now…” (Curtis Mayfield)

Howdy.

Quick post here to help you figure out when you should probably consider consulting with a respected, proven veteran marketing expert…

… and what your perfect consulting option is, once you’ve decided it’s time to kick your biz or career into high gear.

Step One: As a small business owner or entrepreneur (especially if you’ve been going at it alone, or mostly alone)… if you have any kind of success at all… there will come a time when you’re simply overwhelmed and need a little help. Or a lot of help.

For example:

[] It may be time for you to move up a level in your marketing… and you know that having a veteran marketing expert comb over your new plans can shortcut your path to increased wealth, while jumping over the unseen pitfalls that ruin so many other biz owners trying to expand.

[] Or, you may have a problem that needs serious attention… like sales going into the toilet, or new competitors chewing you up, or sudden changes in the marketplace that crush your bottom line (like a Google slap, or adverse rule changes at Clickbank, or the obsolescence of your product, or technological left-turns that disrupt your sales process). Even worse, what was working before suddenly isn’t working anymore, and you don’t see a clear reason why.

[] Or, you’re just working harder and harder, but sales are stagnant. Time, perhaps, to bring in an objective, experienced marketing whiz who can help you restructure your biz plan… so you maximize results, and get your life back (by working less, not more.)

[] Or, you may want high-end professional advice on your current sales funnel… just to make sure you’re not hemorrhaging money somewhere, or murdering potential sales through marketing blunders you can’t even see.

[] Or, you may be ready to start a new business adventure, and just want to be positive you’ve got your ducks lined up and you aren’t forgetting something critical.

[] Or, you have copy that may or may not be working, which you know could jack up your bottom line if a professional copywriter helped you with a total make-over.

Step Two: The best reasons to seek professional help from a veteran dude like me always have one main goal: To fix problems, and goose your bottom line into obscene levels of newfound wealth.

When your situation is urgent, the cost of hiring a consultant who can provide solutions is almost always “cheap”, because you’re extracting yourself out of a dangerous reality that threatens your business and peace-of-mind.

And it’s a screaming bargain when that consultant can offer you simple fixes inside of a plan you can put into action immediately…Continue Reading

How To Hire A Copywriter.

photo-1Tuesday, 2:14pm
Reno, NV
Are you going on this crazy voyage?” (Sailor in “King Kong”, 1933 version)

Howdy…

It’s high time for a little “public service” message here, for any marketer wanting to hire a freelance copywriter.

Cuz it’s a jungle out there.

There’s a veritable mob of available writers, of all levels of expertise (from world-class down to “should be hung”), charging all kinds of fees and making all kinds of promises.

It can get confusing, abruptly, and you can end up mismatched (or getting roughed up financially) if you don’t know what you’re doing.

So, here’s a Quick Start overview of what you – the dude or dudette doing the hiring – should get straight on before heading into the Big Scary Jungle Of Freelance Copywriters to find your perfect scribe. (This works for hiring ANY consultant, actually, so pay attention.)

Step One: Deconstruct and list what you want done.

Do you need a single ad written, or do you need your entire website created or overhauled? Do you need someone to write the necessary emails, Video Sales Letters and sales pages for a launch? Do you need a sales funnel created, starting with Adwords and traveling through landing pages, auto-responders, landing pages, and sales support?

Or what?

Step Two: Admit it if you aren’t sure what you want (or need). Double admit it to yourself if you’re absolutely clueless.

This is a critical step.

You’re about to shell out a lot of money, and put a lot of your hopes and dreams on the back of the writer you hire…Continue Reading

The Rest Of Your Freakin’ Life (one more time)

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Wednesday, 6:50pm
Reno, NV
Hey, you bastards, I’m still here!” (Steve McQueen as Papillon, floating away to freedom…)

Howdy…

I’m re-publishing — for what has become a very popular tradition on this blog — one of the more influential posts I’ve ever written.

It’s a good one, worth rereading even if you read it before.

What you’re about to encounter is a slightly tweaked way of looking at the best way to start your new year…

… but this tweak makes all the difference in the world. I’ve heard from many folks that this particular technique finally helped them get a perspective on where they’re at, where they’re going…

… and why they care about getting there.

So, even if you’ve read this post before… it’s worth another look. Especially now, as you gaze down the yawning gullet of 2013, trying to wrap your brain around a plan to make the year your bitch.

This is a critical step for entering any new period of your life. To keep your life moving ahead, you need to set some goals, dude. And most goal-setting tactics, I’ve found, are useless. Worst among them is the traditional New Year’s resolutions (which seldom last through January).

This tactic I’m sharing with you (again) is something I’ve used, very successfully, for decades…

… to reach goals, to clarify the direction of my life, and to change habits. I first shared it in the old Rant newsletter a few years back, and I’ve hauled it out here in the blog on a regular basis.  It’s timeless, classic stuff that will never let you down.

So let’s dive in. Here’s the relevant part of the post (slightly edited):

“Goal Setting 101 And
The January 15th Letter”

Yeah, yeah, I know a chat about goals can quickly turn into a boring, pedantic lecture. But then, so can a chat about space flight.

And, in reality, both space flight and your goals are VERY exciting things.Continue Reading

Staying Out Of “The Lonely Hearts” Club

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Monday, 5:55pm
Reno, NV
“Train whistle blows, lost on its own track…” (Dwight Yoakum, “Long White Cadillac”)

Howdy…

I thought you’d want to see this.

I first posted it on Facebook, and it generated an avalanche of “likes” and comments… which always means I’ve hit a nerve. And since many of the nice folks on my main list are curmudgeons who refuse to participate in social media (“Facebook, bah, humbug!”)…

… I’m reprinting it here. So you don’t have to sully yourself by dropping by Facebook. (Bonus: The post below actually trashes large swaths of the Web.)

The cold, dark days of December are, traditionally, a breeding ground for both regret over mistakes in the past year…

… and (more happily) for bold new plans in the coming year.

So, in the spirit of helping you end the year on a positive note… while also teeing up 2014 as possibly your best new year ever…

… let’s see if this advice (which has transformed so many entrepreneurial adventures into something amazing) will have any effect on you. Maybe get a head-start on wading through the mounting piles of nonsense out there, and snuggling up closer to the reality-checks and truths that can help you attain your wildest goals and dreams.

Here’s the post:

Warning (and your brain may curdle if you ignore this): I’ve been paying close attention to human behavior for longer than many of my readers have been alive. And because I felt so clueless, even as a kid, I devoured every available source of “spying” on how everyone else managed to exist in such a strange world…

… which included reading advice columns (street-level psychology at work with Ann Landers and sis Abbey), monitoring adult conversations, and stalking older kids (who were navigating life just a few hormones ahead of me).

So I’ve been a one-man research center for decades. I still haunt multiple advice columns online, see what the trolls are up to in the comment sections of NYT opinion pages, and (here’s the important part) discuss human behavior with a wide selection of colleagues both online and in person.

The discussions are critical… because there is a FLOOD of bullshit cascading down on us from every direction in the culture. It’s impossible for one individual to keep track of the spin, urban myths, misinformation campaigns…

… and (especially) the really, really, really awful investigative reporting that passes for news organizations today.

My colleagues are biz owners and pro writers well-trained in applying high-level skepticism to incoming data, and following through on research when necessary. We represent every age group of functioning adults in the culture, from all over the world (including the US hinterlands, Canucks, Limeys and other uncivilized joints), specializing in all kinds of different markets, hobbies, lifestyles and professional goals.

So when — for example — the media gets looped into a meme on how millennials (the generation of kids just now emerging from college) are bringing their parents to job interviews, and are incapable of critical thought (because of helicopter parenting) and just generally not becoming adults at all…

… we can look behind the glib stories and anecdotes and see a deeper truth.

Such as how all of us, from every living generation, have oodles of friends and family who meet every single detail of the problems now being assigned to millennials. The lack of independence, the living at home until late 30s, the whining and narcissism and sense of entitlement…

… all of it. And when you get a broader view, from older and younger colleagues, you quickly see how DEEP the bullshit can get in a media firestorm.

I hunt down photos and resumes of the reporters, and sigh. They’re like, twelve (or 32 going on 12) — insulated, given vast unearned attention through posts and stories, and dishing out accusations based on minuscule life experience.

And yet the stories stick, and become “common wisdom”.

As a marketer, you need to immerse your bad self into the culture, and understand what your prospects know and — very critical — THINK they know. And what they suspect they don’t know, or feel paranoid about not knowing.

That means you’ve got to go deep, all the time, and have resources you trust to bounce incoming data and ideas off of.

Masterminds have always been my #1 tool for this. I’m in multiple free ones, have paid for membership in others…Continue Reading

Psst! C’mere, I Got Something For Ya…

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Friday, 5:24pm
Reno, NV
Step right up, we got bargains galore…” (Tom Waits, “Step Right Up”)

Howdy…

I’ve had a flood of new folks wander in through the side door of this blog lately…

… so I thought I’d just catch everyone up on what’s happening.

Happenin’ Thang #1: I’m speaking at my dear friend (and legend in the biz) Joe Sugarman’s seminar (in Vegas, baby!) on the 24/25th of October.

The line-up of speakers is pretty shocking — Joe Polish, Jon Benson (VSL wizard), just a mob of snarling experts who rarely are in the same room at one time.

Rather than re-explain how awesome this seminar will be (and it’s a “must be there” event… and nearly all the hottest “A List” copywriters I know booked their spot the moment they heard about it)…

… I’m just gonna post the URL, so you can check it out for yourself. Time is tight. And anyone who understands how unique this kind of event is, and why it’s so critical for entrepreneurs to hang out at live seminars and brush elbows with experts is already salivating over the opportunities this opens up.

Go here to see why so many pro’s are going to the Sugarman event.

Happenin’ Thang #2: As many of you already know, I’ve been co-hosting a killer new podcast series called “Psych Insights for Modern Marketers” with my colleague Kevin Rogers (who has authored several guest posts on this blog).

It’s killer stuff… all focused on going deep into the street-level salesman’s psychology of what makes people buy. You won’t find subject matter like this anywhere else, and you sure as heck won’t get the deep-behind-the-scenes insight from grizzled professionals like me on any other podcast.

Plus… it’s free.

Go here to check out the latest podcast. I hang out in the comments section, too, so feel free to start a thread or join one of the existing brouhaha’s already getting frothy in there.

Happenin’ Thang #3: If you haven’t subscribed to my Facebook page, you’re missing out on the frequent posting I do there… especially the Monday Mentoring Sessions, which reveal the essential lessons I’ve learned (always the hard way, by getting bloody first and only then figuring out where I went wrong and how to fix it next time) on becoming a happy, successful dude.

I’m usually over the limit on “friends” there, so just subscribe as a “follower” — you get the same privileges.

My Facebook handle is: www.facebook.com/john.carlton

Last note: I’ll be posting more original articles next month.

For now, if you’re jonesing for more stuff to dive into, just hit the archives over in the right-hand column here.

Coming up on nine years of material in there. All free.

Be sure to sign up for alerts, though, so you find out when new posts are added. Top of the right hand column, in the “Keep Informed” box.

Use your best email, not your slog one. I’m not gonna spam you, or send too much stuff — I usually send out no more than a couple of emails each month, all related to things you (as an entrepreneur, writer, biz owner or freelancer) will appreciate discovering.

Okay, that’s it for today. Lots of great stuff available here, and you ignore any of it at your peril.

Enjoy your Halloween, and I’ll see you here next month.

Stay frosty,

John


All testimonials and case studies within this website are, to the best of our ability to determine, true and accurate. They were provided willingly, without any compensation offered in return.

These testimonials and case studies do not represent typical or average results. Most customers do not contact me or offer share to their results, nor are they required or expected to. Therefore, I have no way to determine what typical or average results might have been.

Many people do not implement anything I teach them. I can't make anyone follow my advice, and I obviously can't promise that our advice, as interpreted and implemented by everyone, is going to achieve for everyone the kinds of results it's helped some of the folks you read about and hear from here achieve.

The income statements and examples on this website are not intended to represent or guarantee that everyone will achieve the same results. Each individual's success will be determined by his or her desire, dedication, marketing background, product, effort, and motivation to work and follow recommendations. There is no guarantee you will duplicate results stated here. You recognize any business endeavor has inherent risk for loss of capital.

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