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Entrepreneurs generally come up with great and innovative business ideas every day. However, one of the most important lessons that an entrepreneur has to learn is how to discriminate between iron balloons and those that will fly. The best way to make this discernment is to understand the changing times.

In the 1990's during the explosion of the internet, many businesses didn't believe that the internet would ever be a significant factor in the way the world conducted business. Basically, the companies that refused to change, just simply refused to change with the times.

Today, there are many books, and information on various types of trends such as economic, and consumer spending trends that can assist modern day entrepreneurs in understanding how to identify a particular target market group, the direction in which an industry is moving, and even when, where and how to launch their products and services.

However, I have yet to see a report that measures the movements and trends of the consciousness of humanity. This could be because to our knowledge, there has never been such a time when the human consciences has been changing and evolving as fast as it has been over the recent decades.

As an entrepreneur, you can continue to do things the way they have been done before, but you may only experience short term success, in the long run as humanity and the world changes, unless you've changed with the times you will certainly meet many challenges and difficulties, and even failure in your business venture.

To continue, the old way of doing business, which is the selling of goods and services that are detrimental to mankind with no regards to its effect is changing.

For example, if you go to the grocery store, you can buy products such as white processed sugar that ultimately destroys families, homes, and in the end humanity. A product such as white processed sugar with continued use can cause physical and/or mental problems such diabetes and some bi-polar disorders. (Whitney, E., Cataldo, C., & Rolfes, S. (1991)) Corporations sell products and services such as this with the full understanding of its devastating impact on its end user.

However, even with the knowledge of the destruction that these products and services cause, corporations still continue to market, promote, and sell their product with a complete disregard for its effect on the consumer, and its overall impact on humanity. Stop for a moment and just think about all the products and services that today's

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