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  • Don't just do something because it's a trendy idea and will make you a lot of money. The reason I say that is because any kind of venture involves going through difficult times. If you're doing something you are passionate about and really believe in, then that will carry you through.

    "Ice-cream icon Jerry Greenfield shares his top tips for business startups". Interview with Matthew Jenkin, www.theguardian.com. June 21, 2013.