CHAPTER 12 words of wisdom from the trenches Making a decision to start a company is the easiest decision to make. It is sustaining the business for four years and doing things like making payroll, getting legal represen- tation, trademark issues, those are the harder things. --David Schenberg, CEO and cofounder of BusyEvent needs a key differentiator. My differentiator is my real-world experience. I don't dole out advice solely based on writing and reporting about entrepreneurs. Instead, I have lived EVERY BUSINESS