== LIT REVIEW==
RUN YOUR BUSINESS BASED ON EVIDENCE
Stop listening to mouthbreathers. Out with the bro-science. In with the science.Learn from cutting-edge entrepreneurial science research and expert empiricism to transform your struggling business into a money-making machine.
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MOST ENTREPRENEURIAL EDUCATION IS UNSUBSTANTIATED CONJECTURE
I.e. Literally making shit up, completely free of the burden of evidence. A lot of fun. Also very damaging to anyone who's seeking education instead of entertainment.
FORTUNE COOKIE NONSENSE
"Too many options for customers are confusing. Reduce your options. Increase your conversion rate."
"Startup ideas are easily copied.
Distribution is not."
"Apple has raving fans.
Be like Apple."
EVIDENCE BASED REASONING
Paradox of choice by Schwartz (2004) is useful, but the value proposition of the company leads. E.g. World of Wine.
Distribution matters a lot. But a company with incredible distribution of an unwanted product will fail.
Apple also has incredible market share, which is the main driver of consumer loyalty (Sharp, 2010). So that's a false equivalence.
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