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Author of A Whole New Mind: Why the Right-Brainers Will Rule...
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Founder of VisionQuest, columnist and author of How to Find...
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This applies as much to finding a job as it does to starting a new business. Be able to quickly communicate who you are and what your unique selling points are. Try it a few different ways until it feels comfortable and comes easily. You'll find it helpful for cover letters and interviews as well as new business pitches.
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You could try things out on your friends too. Do a mock interview, even if they aren't familiar with the business or company at hand.