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Sam Walton's (Made in America: My Story) rule No:10 is Swim upstream.
"Go the other way. Ignore the conventional wisdom. If everybody else is doing it one way, there's a good chance you can find your niche by going in exactly the opposite direction. But be prepared for a lot of folks to wave you down and tell you you're headed in the wrong way."
He built the first discount store in a town with less than 50,000 population and from 1 to 8 to hundred stores in US, and now in North America and overseas. He totally proved a lot of skeptics wrong and made the competitors baffled. Walmart is truly an American success story.
Reflecting on his life and experiencing the sickness brought by cancer, he bemoaned, "I don't know that anybody else has ever done it quite like me: started out as pure neophyte, learned his trade, swept the floor, rung the cash register, installed the fixtures, remodeled the stores, built the organization, etc."
It takes a lot of courage to swim upstream, where there are less pathways made out for the traveller. Beware of the people that you listen to and seek counsel with, a wrong advice can drain your efforts. Commit to your enterprise and wholeheartedly believe that it will happen for you.
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