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- When you're thinking about creating a new company,

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there are a number of different ways to approach it

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around the criteria of the opportunity

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that you're going to come up with.

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The magic trick, though,

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is not necessarily to systematically go through

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a series of criteria and check boxes

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and try to organize your thinking,

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but instead to really focus on something

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that you were put on this planet to do.

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The mistake that so many people make

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when they're starting up their first company

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or trying to come up with an idea for a company

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is they get focused on just trying to create the company,

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and the idea of having a company,

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rather than focusing on this opportunity

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that is one you want to spend all your time working on.

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The challenge of starting a new business

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is that it's incredibly intense.

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It requires all of your focus

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for an extended period of time.

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It's going to have lots of ups and downs along the way,

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and as a result, this notion of being obsessed

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about the opportunity that you're working on is key.

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And I used the phrase earlier,

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being put on this planet to work on this opportunity.

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It may not be the only thing you ever do in your life.

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Some entrepreneurs spend their entire life

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working on one company,

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but that's the exception, not the norm.

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Most entrepreneurs end up working on multiple things

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throughout the course of their experience,

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but when you're first getting started

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you want to work on something that is so important to you

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that you literally can't quit thinking about it.

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It's something that every morning when you wake up,

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it's what you want to spend your time on,

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and at the end of the day when you finish,

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you still want to be thinking about it

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even as you're going to bed.

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And if the opportunity that you're playing around with

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doesn't capture you that way,

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you should step back from it

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and really evaluate whether it's the thing

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that you want to spend your time on or not.

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If it does capture you that way, then you should go for it.