Paper Tiger, Hidden Drag

before unleashing a beast on your market, stop to consider who’s doing the roaring. in the age of self promotion and personal branding, beware of paper tigers — seemingly fierce marketers who are harmless kittens in reality. look beyond the chest-puffing and seek third party endorsements. review awards and honors. read all testimonials. ask for success stories. request references (and call on them). sleep on due diligence and fall prey!