KNOWLEDGE: There is absolutely NO substitute for knowledge; I donâ€™t believe in â€œfaking it â€˜til you make itâ€ because, eventually, a lack of knowledge always comes back to haunt you. Besides, the more you know, the better you do. The better you do, the better you want to do. You dream bigger and BIG things happen. To be competitive, you must be aware of changes in the marketplace. What you donâ€™t know may not directly hurt you, but your competition surely will!