Nearly every small business falls for it. They hear it so much they think it must be true, so they follow the advice and make very false, very damaging business assumptions built around it.
You see it with the restaurant opened by someone who is a fabulous cook. And it closes.
You see it with the very talented mechanic who has a lot of work but never any money.
You see it with the highly sociable, house-loving new realtor who can’t seem to close a sale.