Listen to episode 1111 of the Inspirational Living podcast: How to Succeed in Your Business Startup. Edited and adapted from The Mental Highway by Thomas Parker Boyd.

Inspirational Podcast Excerpt: It does not matter whether you are selling the products of your own hands and imagination, or those of others, or whether you are selling knowledge and expertise, your business must eventually be an expression of you — for you are really selling yourself when you are selling your goods or service. You must believe in your business as you believe in yourself.

Your success in business depends upon your knowledge of the people who are helping you to sell, as well as the people who come to buy. If you have to guess how each person will act under a given condition, success may be an uncertain thing. If you know to what category a person belongs, and know that in a majority of cases that category of people will be interested in a certain class of values, and will be appealed to by a given method of presentation, and will decide and act in a certain way, then you are effectively using psychology in your business.

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