In business, you must always tell yourself the truth.

1.) As an entrepreneur you must condition yourself to tell yourself the truth, no matter how hard it may be ( Even I struggle with this Black Gem sometimes).

2.) The customer will determine if your idea (product or service) is what the world has been waiting for.

3.) When you listen to the truth most times you'll find a way to solve the problem.

4.) Listing to and accepting the truth as soon as possible will help you not make huge investments emotionally or financially in your business idea.

5.) Putting your personal feelings ahead of the truth about your product or service is a recipe for failure.