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The Adjective Factor
Having trouble getting your business plan funded? Maybe you're using too many adjectives. Then again, maybe you're using too few. Professor Ian MacMillan, director of the Center for Entrepreneurial Studies at New York University, recently did a study of 82 business plans, of which 55 received funding and 27 did not. His conclusion: Plans that use more than 1.5 adjectives per noun, or less than .25, do not get funded. So it's all right to say that your product is "timely and effi . . ." -- but you'd better leave it at that.
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