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By Alexander Osterwalder and Yves Pigneur (Wiley, 288 pp.)
Speaking of myths, one that needs to be permanently eradicated is the notion that a business plan is the ticket to a successful venture. It is not. Learning how to develop a sound business model is the ticket to a better chance for success. Osterwalder and Pigneur's book captures the process of developing a business model more clearly than any other book published. It has changed how many of us approach teaching entrepreneurship.
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