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Of a data synchronization company and we have the owner of forbes business company. it s about small business survival. what is the biggest challenge that most business vs that prevent them from making it five years from the date that they start? that s a good question, i think. yeah. you cover a lot of businesses. we do. as you know from my background, i was also in venture capital for a long time before i joined forbes, and to me there are lots of things, but it s all about people. and if you make the right choices if you make the wrong choices about people earlier in your trajectory, getting to five years is difficult. making the right choices, maybe it s hard, you have to be a little more selective, i think that s the gating factor. what s so tricky about those first five years is that presumably hopefully you re growing a lot. yeah. ....