1. News Update
2. Welcome to Issue Thirty-Two
3. Audio of First Seven Chapters of Zero to One Million
4. The Importance of Content: And How to Find It
5. Attributes of a Perfect Product
6. Update from Ryan's Anti-Poverty Blog
7. Content for Your Website
8. Powerpoint Presentation Downloads
9. July Discussion Forum Highlights
10. Recommended Book List for Entrepreneurs
11. Updates from Ryan's Entrepreneurship Blog
12. Featured Organization of the Month: Bill and Melinda Gates Foundation
13. Connect With Ryan With Facebook or LinkedIn
14. Closing Notes
15. Premier Sponsor: Virante
16. Additional Sponsors

IntelliContact reached the 5000 client mark this month and release its newly redesigned web site! The company is gearing up for the August debut of IntelliContact 4.0 which now includes RSS Feeds and Public Newsletter Archives. Director of PR Chuck Hester and Web Applications Developer Jason Laughlin joined the team during July.

Virante continues to expand its client-base offering strategic web marketing consulting to high potential start-ups and established Fortune 1000® organizations looking to launch a new brand or build online sales and is now accepting new clients. If you need any assistance with search engine optimization, CPC management, link building, website development, online ad spend management, or email marketing campaign development contact Malcolm Young at myoung [at] virante.com or (919) 459-1088. Virante has recently welcomed Jeff Buechler and Chris Doran onto the team as our Director of Sales and Client Services Representative, respectfully.

Sales of Zero to One Million: How to Build a Company to $1 Million in Sales hit a record high in June. Key endorsers include Jay Conrad Levinson, author of Guerilla Marketing and David Chernow, President of Junior Achievement Worldwide. We encourage you to discuss the book in our entrepreneurship forum. Buy your copy of the book now from Amazon for just $10.37. Download an audio introduction.

The Anti-Poverty Campaign is an organization founded by Ryan in September 2005 to consign absolute poverty to the dustbin of history by 2025. We invite you to the site to read and participate. Contact allisr [at] broadwick.com if you'd like to write for the Anti-Poverty Campaign Blog.

We hope you enjoy this month's Entrepreneurs' Chronicle!

There are two new feature articles this month - "The Importance of Content: And How to Find It" and "Attributes of a Perfect Product" - both being excerpts from Zero to One Million. I hope you find these articles very useful and applicable to your business life.

The August newsletter also contains an update on the Zeromillion.com Discussion Forum, a section that provides free content you may use on your website, links to powerpoint presentations from past speeches I've given, and a list of our book recommendations for current and aspiring entrepreneurs and business leaders.

If you have any comments, suggestions, or would like to contribute content to be published in the newsletter or online, I encourage you to contact us at myoung [at] virante.com. Please do feel free to forward this newsletter on to your colleagues and associates. On behalf of the Zeromillion.com team I thank you for being a subscriber.

Yours entrepreneurially,

Ryan P. M. Allis, founder
http://www.zeromillion.com
The Top Entrepreneurship Resource Online
Author: Zero to One Million: How to Build a Company to $1 Million in Sales

The Importance of Content: And How to Find It

An Excerpt from the book Zero to One Million: How to Build a Company to One Million Dollars in Sales by Ryan Allis

I cannot underscore enough the importance of having quality content on your website. For small and medium sized businesses, having plenty of well-written, informative, related content is a prerequisite to extraordinary success.

For example, if you are selling pearls over the Internet, you could have articles such as "Evaluating Pearls," "The origins of pearls," "Understanding Lacre," and "The Different Types of Pearls."

Having plenty of good content on your site will benefit you in a number of ways.

The benefits of having quality content are…

1. Your site stickiness will increase. This simply means that visitors will stay on your site longer and return more often.
2. By writing informative articles you will be seen as an expert. This will increase your credibility, build your rapport, and raise the likelihood the visitor will become a customer.
3. Having quality content may also place you as an expert in the eye of the media. With proper PR you may be able to offer yourself as a resource to the media, build key relationships, and at the same time plugging your product, service, or business.
4. The quality content will make it much more likely that websites will link to you.
5. The quality content will make it more likely that human-edited directories such as Yahoo!, Open Directory, and About.com will list your website.
6. Each additional page of content (with proper meta-tags, title, optimization, and submission) will be indexed by the search engines, increasing your keyword coverage
7. The extra links coming to your site will improve your position in the search engines.
8. You can offer your articles to other sites. Article syndication is a very effective way at getting free exposure to the exact market demographic you are targeting.

So if you just have a few pages of company and product information on your website you need to get some quality related content uploaded as soon as you can.

So how do you find content?
Well, the first option is to write it. If you do not know enough about your industry, product, or service to write an article on it then you likely should not be in that business. You may have to spend a few hours going to the library or bookstore to research a few articles. However, this will be time well spent. This is generally the best option as it will build your credibility and rapport.

If you do not wish to write articles yourself, there are thousands of writers that will write the articles for you. Most will even ghost-write, allowing you to put your name on something they've written. You can find qualified writers at websites such as guru.com, smarterwork.com, and elance.com.

Finally, you can always search related websites for content that you would like to syndicate. Never just copy other site's content to yours, however. This is a violation of copyright laws. Many sites will allow you to publish some or all of their content on your website as long as you link to their site and give a description of where the article comes from. If the site you contact is unwilling, be sure you emphasize that this will give them great exposure and additional traffic from the very demographic they are targeting.

Like this essay? Read more.

Ryan Allis is the CEO of Broadwick Corporation, a provider of email marketing software IntelliContact , and CEO of Virante, Inc., a Durham, North Carolina based web marketing consulting firm. Ryan, who is 21, is currently taking time off from the University of North Carolina at Chapel Hill, where he is an economics major and Blanchard Scholar. Additional information on the author can be found at www.ryanallis.com.

This article may be republished online as long as the byline remains

Attributes of a Perfect Product

An Excerpt from the book Zero to One Million: How to Build a Company to One Million Dollars in Sales by Ryan Allis

While most established business have more than one stream of revenue, it is often sales of products that contribute most to this cash flow.

The product(s) a company sells will be a huge factor in whether they succeed. The right product can propel any company to fortune and the wrong product can make even the most exhaustive efforts unprofitable.

So what are the attributes of good products? One of the most important requirements of a product is that it must fulfill a need or want.

Does the product ease a pain, fulfill a dream, make life easier, or make life better? If not, you better start searching for a product that does. The first part of the Executive Summary in any business plan is the need. What is the need, and how does your business/product fulfill this need? Are you targeting a mass-market or a niche Market?

The second part of the executive summary is an overview of the market. What is the market for the product? Is it a business to business product or business to consumer? How big is the market? In some cases, having a product with mass market appeal is a good thing. For example, if you wanted to have your product featured on Home Shopping Network or market it using infomercials, then you want your potential customers to be everyone or at least a large part of the population. Products with a mass-market appeal that have been successfully marketed through infomercials include George Foreman Grills, Ginsu Knives, and Oxyclean cleaner. You would be unlikely to be successful marketing a book analyzing the cerebral cortex of llamas via a mass-market infomercial.

Other times, however, it is beneficial to have a product that is geared to a niche market. It is much easier to become a real player with niche products than with products that appeal to everyone. There is generally less competition, plus you are able to focus your marketing and advertising on a pre-determined demographic group. In most cases, there will already be trade journals, websites, and magazines which the market segment you are targeting pays attention to, making it much easier to develop brand recognition and a product-following. Word of mouth, also known as viral marketing, also tends to spread faster with these niche products, and it is quite likely that someone with a specific need knows a few other people with the same need.

The Importance of an Ample Margin

Sufficient profit margin is another crucial attribute that a good product must have. Generally, it must be at least 2:1, however, the best products have margins of 5:1. Yes, that's right, a 500% or more markup. You might say, if I raised my prices that high no one would ever buy. This may be true, depending on your product and the competition in your industry, however, there are a number of things you can do to raise your profit margin.

Margin is simply the sale price of the product divided by the cost of the goods sold. This equation has two components and can be worked on from two angles. The first angle is to lower your cost of goods sold. How? Do everything you can to get the lowest possible price with your supplier(s). Renegotiate terms, offer incentives, tell them you'll be sending some business their way; whatever you need to do to get their lowest price. Second, increase your sale price. How can this be done without hurting sales? Simple. Increase the perceived value of your product.

What is perceived value? Well, simply, what customers think your product should cost, or more specifically, what value they think it has to them and what they would be willing to pay for it. So how can you increase the perceived value of your product?

Improving Perceived Value

Here are eight ways to improve the perceived value of your product.

1. Emphasize quality
2. Display success stories
3. Tell of your top quality customer service
4. Stress convenience
5. Improve the design of your product's packaging and labeling
6. Distinguish your product from competitor's product and tell why yours is best
7. Develop your unique selling proposition.
8. And if you are selling this product from your website, make sure your website is nicely designed, easy to use, and typo-free.

After you've improved the perceived value of your product, you should be able to increase your price without causing a decrease in net profits.

Elasticity & Maximizing Profits

If your sales increase when you increase your price incrementally, you are in the inelastic segment of your price curve. If you're sales decrease when you increase your price incrementally, you are in the elastic segment of your price curve. If your sales do not increase or decrease substantially when you increase your price incrementally, you have found unit elasticity. At unit elasticity you will maximize your profits.

If this concept in fuzzy to you, you may wish to go back and review your intro to economics textbook or take a look at the 2002 edition of Economics by McConnell and Brue published by McGraw Hill.

One-Time-Sale or Continued Sales?

J. Paul Getty, a former billionaire oil baron and once the richest man in the world, is known for emphasizing the importance of selling products that give continued sales. Most products are single-sale items (vacuums, beds, ladders, videos, etc.), and it is more difficult to build a business selling these as you are always spending money and time trying to attract new customers. If you have your choice of products, look for those which can be sold multiple times to the same customer.

The pharmaceutical industry can afford to spend the billions it does on R & D. Why? Because most often they produce treatments and not cures for diseases and ailments. Treatments must be taken continuously. Other health products like nutraceuticals and vitamins are also repeat-sale products. Anything that needs to be refilled or reordered within a relatively short time frame can be considered a repear-sale product. The majority of services (phone, water, electricity, hosting, etc) are on this auto-bill and auto-deliver system. See if you can find a way to put your product on an auto-bill and auto-ship system. And if you can't, find a product to sell that you can.

Up-Sell & Cross-Sell Ability

A good marketer knows the value of upselling and cross-selling. There are three ways to increase your revenue. One, increase the number of customers you have, two, increase the frequency from which they buy from you, and three, increase the amount they spend on each purchase. Upselling and cross-selling work on increasing this third pillar. Essentially, upselling is encouraging (usually though an incentive like a discount or free gift) a customer to purchase more of your product than they had originally intended. Cross-selling is selling the same customer a related product of to the one they are buying that they either were not intending to buy in the first place or didn't know you offered.

Here's an example of an upsell and a cross-sell. One day, I wanted to buy a small turtle for my girlfriend. So I drove to the pet store and walked in with the intention of buying a turtle, some turtle food, and a fish bowl to put her in. Well, eighty-seven dollars later I walked out with a lovely new turtle, a glass aquarium, an automatic filter, an aquarium heater, two bags of stones, turtle pellets, and some dead crickets. It is obvious to see that I had been both up-sold and cross-sold by an experienced salesperson.

Also, often related to upselling and cross-selling is the back-end product. The back-end product is a related and often more expensive product offered to customers after they've purchased their first product. Using back-ends, cross-selling, and upselling is a great way to strengthen your bottom line. Therefore, before deciding to sell a product it is necessary to determine how easily a product can be upsold and cross-sold and if there are any suitably-related products to offer your customers after they've purchased the product.

The Perfect Product in Review

The perfect product has the following attributes…

1. Fulfills a need or want
2. Has either niche market appeal or mass-market appeal
3. Has at least a 2:1 margin; 5:1 or higher is optimal
4. Has a high perceived value
5. Must be replenished or repurchased by the customer often
6. Is easily upsold and cross-sold
7. Has a related back-end product
   

Like this essay? Read more.

Ryan Allis is the CEO of Broadwick Corporation, a provider of email marketing software IntelliContact , and CEO of Virante, Inc., a Durham, North Carolina based web marketing consulting firm. Ryan, who is 21, is currently taking time off from the University of North Carolina at Chapel Hill, where he is an economics major and Blanchard Scholar. Additional information on the author can be found at www.ryanallis.com.

This article may be republished online as long as the byline remains

In September of 2005, I started a new blog at AntiPovertyCampaign.org so I would have an outlet for my passion of finding ways to reduce poverty in developing countries. Check it out at www.antipovertycampaign.org. Below are some of the topics I've discussed so far. If you want to contribute to the blog just email me at allisr [at] broadwick.com and I'll set you up as an authorized contributor.

Want to stay up to date on the APC? Just add our RSS feed to your feed reader.

Topics To Date:

1. If Everyone Lived Like You, We'd Need 11.6 Planets
2. A Follow-up to Poverty Does Not Equal Unhappiness: What would you need in your life to be happy?
3. War in Uganda and the Kampala Slums
4. Traveling in the Rwenzori Mountains, Uganda
5. A Letter from a Zimbabwean in Botswana -- Working to Overcome Lack of Equality of Opportunity, Seeking Seed Capital
6. HIV and Income Generation in Uganda
7. A Few Words from Kampala
8. First Report from Uganda: Lost Luggage & Cafes With Prostitutes
9. Off to Aspen to Talk about Globalization & Poverty at Brainstorm 2006
10. Buenos Aires Garden Project Completed
11. The Net Effect of Hispanic Immigration on the North Carolina Economy and Tax Base
12. Cooking, and the Hopes and Dreams of Buenos Aireans
13. Comparing Paris to Mali
14. Getting Malaria in Mali
15. The People of Mali, Excision Research, and Grassroots Development Aid
16. Excision, Midnight Swimming and Rain in Mali
17. Poverty Reduction in China: Stiglitz Says Don't Leave it On Autopilot
18. Skoll World Forum
19. Traveling in Mali
20. Is A Japanese Cow Worth 3.5 Times an Average Human?
21. The Rhetoric of Bono Can Be Powerful
22. Fortune Brainstorm Response: The Biggest Problem in the World
23. The Relative Efficacy of Aid vs. Trade
24. Parasites, Forced Marriage, and the AIDS Conspiracy
25. Getting Sick in Mali
26. Homelessness, Unemployment, and Microfinance in Mali
27. Sickness, Friendliness, Men, and Zoos in Mali
28. Health, Malian Women, and Feminism
29. Food, Bribery, & Climbing in Mali
30. Is Your Child Worth $3.83?
31. Mali Update
32. First Week in Mali
33. Dispatches from Mali
34. 2006 World Economic Forum
35. The $91 Billion Conversation
36. Video on Microfinance
37. What Would God Think?
38. Economics is the "Sexiest Trade Alive" According to Newsweek
39. Some Success in Hong Kong is Good News
40. The WTO and Farming Subsidies
41. The Relative Value of 37 Million Americans Against 3000 Million Non-Americans
42. The Role of the Youth of Africa in Reducing Poverty
43. The Top 8% of the World's Wealthy
44. Interesting West Wing Presidential Debate
45. Our Mission -- Ending Extreme Poverty in Our Lifetime
46. One of My Favorite Quotes
47. Join The Anti-Poverty Campaign Team
48. John Edwards Has It Right About Poverty, Mostly
49. Props to UNC-Chapel Hill for Having their Own Live 8
50. A $23 Lesson in Selling
51. Props to CNN for covering "A Global Summit with President Clinton"
52. A great comment in today's Financial Times
53. The List of Leaders -- Which Ones Will Take Action?
54. UN Millenium Development Goals
    

If you have a website that has to do with business, entrepreneurship, marketing, web marketing, ebusiness, personal development, or economics and would like high quality free content for your website, you may syndicate the following articles from our website. These articles are stored in zip format and can be downloaded by clicking on the appropriate link. We simply ask that you keep the author byline at the bottom of each article per the instructions included with each zip file. If you choose to use any of the articles we just ask that you notify us by emailing ryan [at] virante.com.

• 48 Articles - Authorized Excerpts from Zero to One Million
• 45 Articles - Articles by Ryan Allis, June 2002 - July 2003
  

Download Ryan's Presentation from the October 2005 CEO Conference in Orlando: "How to Build a Company to $1 Million in Sales: Before You Graduate" [ Download Here ] Feel free to post on your own website, send to colleagues, or use excerpts with attribution in your own presentations

Download Ryan's Presentation from "Creating a Life of Purpose, Passion, and Prosperity" presented at Danville Community College in April 2005. [ Download Here ] Feel free to post on your own website, send to colleagues, or use excerpts with attribution in your own presentations

Members: 6246
Posts: 1955
Location: http://www.zeromillion.com/talk/

In July we saw some great topics come up for discussion in the Zeromillion.com Forums. Some highlighted topics included:

• Want to learn how to have an online business?
• Student Entrepreneur
• What's the exact definition of "Entrepreneurship?"
• Where can I get the information I need for my business plan?
• Increasing the Lifetime Value of Your Customers
• CPC & CPM Advertising
• Opinions on Content Idea for a Business
• How to be indexed via Google?
• What would you do?
• BPO at Japan
• Young Entrepreneur Needs Help With Funding
• high school biz suggestions
• Business Opportunities
• How to Start Your Own Nursing Agency, Nurse Registry
• Become a Wholesaler
• How to Become a Wholesaler
• Affordable Way to Drive Traffic to Your Site
• The Reality of Online Entrepreneurship
• Homeworkers and Franchises Needed
• Entrepreneurs - Head the Call
• One Life To Live, So What Are Your Goals?
• A New Business Idea
• Survey for my Business Idea
• Member Introductions
• Handmade Jewelry Biz
• Want to start e-biz but no ideas
• What is a broker?
• Young Man Looking for Guidance in Entrepreneurship

The following books are recommended for reading by aspiring and current entrepreneurs and business leaders. The books in bold are must reads. Please email any recommendations for additions to this list to myoung@virante.com.

Globalization & Economics

• The Lexus and the Olive Tree by Thomas L. Friedman
• The World is Flat by Thomas L. Friedman
• The Commanding Heights by Daniel Yergin and Joseph Stanislaw
• Political Ideologies and the Democratic Ideal by Ball and Dagger
• The Worldly Philosophers by Robert L Heilbroner
• Reinventing the Bazaar: A Natural History of Markets by John McMillan
• The Mystery of Capital by Hernando de Soto
• Economics by Stanley and Brue
• Macroeconomics by N. Gregory Mankiw
• Capitalism, Socialism, and Democracy by Joseph A. Schumpeter
• International Business by Charles W. H. Hill
• Against the Dead Hand by Brink Lindsey

Entrepreneurship

• Zero to One Million by Ryan P. M. Allis
• Zero to IPO by David Smith
• Rich Dad Poor Dad by Robert Kiyosaki
• Rich Dad's Guide to Investing by Robert Kiyosaki
• New Venture Creation by Jeffrey Timmons
• Good to Great by Jim Collins
• The E-Myth by Michael Gerber
• The Young Entrepreneurs’Edge by Jennifer Kushnell
• The Young Entrepreneur’s Guide to Starting and Running a Business by Steve Mariotti
• The Portable MBA in Entrepreneurship by William D. Bygrave
• Innovation and Entrepreneurship by Peter Drucker
• Good to Great by Jim Collins
• At Work with Thomas Edison by Blain McCormick
• Multiple Streams of Income by Robert G. Allen
• On Entrepreneurship by Harvard Business Review
• Entrepreneurship.com by Tim Burns
• The Art of the Start by Guy Kawasaki
• Fire in the Belly - an exploration of the entrepreneurial spirit by Yanky Fachler

Marketing

• The Anatomy of Buzz by Emanuel Rosen
• The Tipping Point by Malcolm Gladwell
• Obtaining a #1 Ranking in the Search Engines by Ryan Allis
• What Clients Love by Harry Beckwith
• Building Thousands of Links to Your Site by Ryan Allis
• Net Results 2 by Rick E. Bruner
• Protégé Training Program by Jay Abraham
• Permission Marketing by Seth Godin
• Blink by Malcolm Gladwell
• Guerilla Marketing by Jay Conrad Levinson
• Principles of Marketing by Kotler and Armstrong

Personal Development

• Think and Grow Rich by Napoleon Hill
• The Seven Habits of Highly Effective People by Steven R. Covey
• Succeed and Grow Rich Through Persuasion by Napoleon Hill
• How to Win Friends and Influence People by Dale Carnegie
• The Law of Success in Sixteen Lessons by Napoleon Hill
• The Student Success Manifesto by Michael Simmons
• Secrets of the Young & Successful Jennifer Kushnell
• Soul of Money by Lynne Twist
• Unlimited Power by Anthony Robbins
• The Millionaire Mind by Thomas J. Stanley, Ph.D

Follow the journey of young entrepreneur Ryan Allis as he builds his second company, Broadwick Corporation to ten million dollars in sales, publishes his first book, Zero to One Million, travels the country as a web marketing consultant and speaker on young entrepreneurship and personal development, launches his non-profit organization, and lives the life of a bootstrapping entrepreneur. Read Ryan's Blog Now.

Recently Ryan posted updates with the titles of:

• Launch of Intellicontact 4.0 Beta
• The World Cup's Ability to Transcend Culture And The Conversation that May Change U.S. Environmental History - McCain and Khosla (Final Day at Brainstorm)
• The View from the Eisner Ranch
• A Bus Ride With Steve Jurvetson
• Off to Eisner's Ranch for Dinner
• Brainstorm Day 1: What do Ethanol, 50 Cent, Paris Hilton, Poverty, Global Warming, the intent of the Framers of the Constitution, and the Arabic version of The Vagina Monologues Have in Common?
• Brainstorm attendees met on the flight over
• Moblogging From O'Hare - The Best Ad Campaign in Terminal C
• Off to Fortune Brainstorm 2006 - I'll be Blogging It...
• Limited Beta of the Best Email Marketing Product in the World
• NC IDEA Funding
• TBJ 40 Under 40 Responses
• Liberation from 800x600
• April Entrepreneurs' Chronicle
• Fortune Brainstorm
• It's Coming
• AOL & Yahoo Not Charging to Send Emails
• Audio Downloads of the First Four Chapters from Zero to One Million
• The 20 Most Important BusinessLessons I Learned in 2005
• Been Up All Night
• Need Your Vote for BusinessWeek's Top Entrepreneur Under 25

You can read the blog now at http://www.ryanallis.com/blog/.

GlobalGiving was founded by two former World Bank executives who decided to use the Internet to create a highly efficient marketplace. The GlobalGiving platform enables more funding to reach projects throughout the globe, and, at the same time, provides a more transparent, engaging way for donors to give. Because we enable donors to give directly to projects, they know exactly where their money is going. Donors can see progress updates on most projects as funding is received and goals are met. To learn more or get involved visit http://www.globalgiving.org.

Past Highlighted Organizations:

July 2006 - Bill and Melinda Gates Foundation
June 2006 - Kauffman Foundation
May 2006 - Skoll Foundation
April 2006 - Nourish International
January 2006 - Youth Social Enterprise Initiative
December 2005 - Youth Social Enterprise Initiative
November 2005 - American Red Cross
September 2005 - American Red Cross
August 2005 - Grameen Foundation
July 2005 - Oxfam International
June 2005 - Habitat for Humanity
May 2005 - National Foundation for Teaching Entrepreneurship
April 2005 - Opportunity International
March 2005 - The Collegiate Entrepreneurs' Organization
February 2005 - United Nations Children's Fund (UNICEF)
February 2005 - United Nations Development Programme (UNDP)
August 2004 - Youth Development & Entrepreneurship Foundation (YDEF)
July 2004 - Lead America
June 2004 - Students in Free Enterprise
May 2004 - Junior Achievement

	Are you a high school or college student with a Facebook account? If so, Ryan's on Facebook too. Just look up Ryan Allis (the one at UNC-Chapel Hill). Send Ryan a message or a friend request.
	Ryan also uses LinkedIn. If you want to connect to Ryan on Linked in just look him up and send a connection request to allisr [at] broadwick.com.

Don't have Facebook or LinkedIn but still want to ask Ryan a question? Feel free to email Ryan at allisr [at] broadwick.com. Do note that it make take a couple weeks for Ryan to reply. Thank you!

This concludes issue thirty-two of The Entrepreneurs' Chronicle. We'll see you again on September 1, 2006. If you are not subscribed and would like to subscribe, please visit http://www.zeromillion.com. If you would like to contribute content, become involved with the zeromillion.com team, make suggestions, or provide feedback please feel free to contact us at info [at] virante.com. We encourage you to participate in our discussion forum at http://www.zeromillion.com/talk/.

This newsletter is published by www.zeromillion.com with support from the Entrepreneurs' Coalition. The newsletter is sent using the IntelliContact web-based email marketing and list management software.

Comments/Suggestions: myoung [at] virante.com
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"Experience taught me a few things. One is to listen to your gut, no matter how good something sounds on paper. The second is that you're generally better off sticking with what you know. And the third is that sometimes your best investments are the ones you don't make." – Donald Trump