The myth of low-hanging fruit

Article (3 minute read) - Anyone who has started a business and had to wear all the hats will relate to this (and I've certainly been guilty of this). There's an assumption that either because we've done something before or because something is a new initiative that it'll be easy, but in saying so we're not being respectful to the people who's jobs we've never done (or, put differently, respect the experts we hired to do the jobs we hired them to do).


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