ADVERTISEMENT FEATURE A PERSONAL APPROACH TO BUILDING A BUSINESS Being an entrepreneur has never been more popular. With so much competition out there, authenticity is your greatest superpower A new breed of entrepreneur is rewriting the business playbook. Leveraging digital tools and gig economy mind-sets to challenge industry titans and redefine company building, innovators have shunned the traditional nine to five and the entrepreneurial landscape is more crowded than ever. Many business owners are finding themselves on a reactionary treadmill as these entrants snap at their heels and advice from " gurus " promises the next quick fix. Information overload and decision paralysis reigns. But seasoned entrepreneurs know that with every challenge lies an opportunity. The changes that have intensified competition have also opened doors to global markets and once unreachable niche audiences. Today's customers are sceptical of big brands and prefer to connect with real individuals - the person behind the business. That's you.