I’ve written about this subject before, but the fact is there is very seldom an overnight success in business, and that’s something that everyone starting out on their entrepreneurial journey should think about in the early days, no matter what the aspirations are. I was reminded of this again today when I was reading an article which talked about the Amazon business success story. Founder Jeff Bizos made an interesting comment about his company’s rise to the stellar success it is today. He said: “In order for innovative ideas to bear fruit, companies need to be willing to wait for 5–7 years, and most companies don’t take that time horizon.” He’s right of course, the norm is for a much longer time horizon for a business idea to start realizing the dreams set out for it by the pioneer behind that business and brand. Talk to any large-scale successful entrepreneur and the chances are they will tell you that they didn’t go into business thinking about a get rich quick scheme, instead they were looking to build a sustainable business, one that could grow organically, adapting along the way to deal with changing market conditions and consumer attitudes. So the question you have to ask yourself as an entrepreneur is, are you in it for the long haul?