It’s a beautiful sunny day in the forest, and a rabbit is sitting outside his burrow, tapping away on his typewriter. Along comes a fox, who is out for a stroll.

The Fox asks the rabbit: “What are you working on?”

Rabbit replies – “My thesis.”

The Fox is interested. “Hmmm. What’s it about?” The rabbit, not looking up says – “Oh, I’m writing about how rabbits eat foxes.” The Fox is insulted – “That’s ridiculous! Any fool knows that rabbits don’t eat foxes. It’s the other way around!”

Rabbit answers calmly -“Sure they do, and I can prove it. Come with me.” They both disappear into the rabbit’s hole. After a few minutes, the rabbit returns alone to his typewriter and continues typing. Soon, a wolf comes along and stops to watch the rabbit who is working very hard indeed.

The Wolf asks – “What’s that you’re writing?” to which Rabbit replies – “I’m doing a thesis on how rabbits eat wolves.” The Wolf laughs loudly. “You don’t expect to get such rubbish published, do you? Everyone knows that wolves eat rabbits.”

The Rabbit stops typing again. “No problem. Come with me. Do you want to see why?” The rabbit and the wolf go into the hole, and yet the rabbit returns by himself and goes back to typing.

Inside the rabbit’s hole, in one corner, there is a pile of fox bones. In another corner, a collection of the wolf’s bones. And on the other side of the room, there a huge lion smiling and picking his teeth.

The moral is that it doesn’t matter what you choose for a thesis subject or topic. It doesn’t even matter what you use for data. What does matter is who you have for a thesis advisor/teacher.

So my question is this – Who are you listening to?

If your online business is something you want to succeed long term, is your advice coming from someone who is in your field and has mastered it, or from someone who talks the talk but hasn’t got very far? What you need is someone who has been there, done that, been through all the obstacles and is listening to what the current market is saying and is being creative and resourceful with it.

If you don’t have the right teacher, or should I say, if you’re listening to the wrong one, it won’t matter what you do – you won’t get far because you are operating on flawed advice.

Sometimes, and this is silly but true, our experts can be our partners, our kids and our friends who want the absolute best for us but may not fully understand what we are trying to do. Your best bet is to do your research and find the top people that are absolute masters of their field and the evidence shows.

Meanwhile, do not be lead down the rabbit hole by anyone without evidence first that what they are saying is accurate.



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