Starting a small business is one of the most exciting and meaningful events in a person’s life. You will likely go through a rollercoaster of a emotion throughout the process, but this is all part of the journey and worth it when done correctly.

But unfortunately, many people fail in business simply because they believe in certain myths or buy into certain scams which have misled them. Some seminars, speakers, blogs and marketers will lead you to believe that all you need for success in business is a bit of capital, a targeted profit projection and a strong desire. While these things are necessary when beginning the journey, they are far from all you will need in the marathon ahead.

Unfortunately, it can be difficult to know what information is misleading and what is truly valuable in the world of entrepreneurial beginnings. However, there are a few keys to spotting the myths and those who are selling them. These include:

  • Any information that comes with a price tag
  • Unrealistic testimonials from “real people”
  • Newsletters or subscriptions that charge money for “business advice”
  • Anything that guarantees success in business
  • Any information that sounds too good to be true

These are just a few factors that may signify bad info, but none of these are sure-fire signs of a scam or misleading information. There are plenty of legitimate organizations that provide beneficial offers, some of which may seem so good that you question them. For instance, Comcast offers free mobile service (Xfinity Mobile) to any current customer, and CBI offers cyber protection for businesses with incredible support and specifications at a very low price.

You have to judge for yourself whether the advice you take is legitimate or is it only for the profit of the person giving it. Generally, those with legitimately helpful information and good intentions do not need to (or even want to) charge to give advice and help.

The Rollercoaster Ahead

The fact is, there are no sure-fire strategies or guaranteed techniques for quick success in business. Business is not a sprint; it is a marathon that will be full of ups, downs, trials and challenges. Or a more appropriate analogy would be the rollercoaster mentioned above, with unexpected ups, downs, twists, turns and even a few upside-down loops. You must understand that everyone goes through challenges and be prepared to fight your way through them, no matter how scary or uncertain the situation may become.

Many of the factors and characteristics that determine success as an entrepreneur– intelligence, communication, networking, etc.– are well known, but there is one that may be the most important element, although it is usually overlooked: perseverance. Perseverance is not a glamorous or exciting characteristic; there are no movies about great business success that display the uncommon perseverance, menial tasks, long nights and everyday struggles that are necessary for success.

It is during these times of struggle– or the low points of the rollercoaster– that even clever, intelligent entrepreneurs can fall victim to the quick fixes that are constantly pressed on them by email campaigns, popups, direct mail and the internet in general. Just remember that the struggles and these very instances are what make a successful business; easy sledding never taught anyone anything or made any company stronger in the long run.

This will be a difficult journey, but you have to believe in yourself enough to continue along. It will include times of difficulty and challenges, but luckily, it will also include excitement, education, fun, friends and growth–both personal and in business. Eventually, with a little bit of luck– and a lot of perseverance– it may also include great success.

Derek Pursley is an influencer marketing pro with who is passionate about building authentic relationships and helping businesses connect with their ideal online audience. He keeps his finger on the pulse of the ever-evolving digital marketing world by writing on the latest marketing advancements and focuses on developing customized blogger outreach plans based on industry and competition.