The typical habit of even smart business people is not to admit how bad things are. In her book, The Price of Fake Is Real: How to stop pretending and gain real business success, entrepreneur and business adviser Donna McPherson explains how the cost of this feigned confidence often prevents them from achieving the success they desire. Donna shows how the lure of starting a business catches up with many who invest their entire life savings into their business, hoping to make more money than ever. Then, when the chips are down, they continue to pretend as if nothing is wrong, that things will get better over time, only to sink deeper and deeper into debt. Donna provides states the raw fact that profit is the foundation of a successful business and the true measure of its validity. Readers will understand how ignoring this truth gets a company into serious trouble. Donna provides clear guidance on how to remove the uncertainties that lead to failure and instead create the foundation for success. This book is for the entrepreneur who dreams of having a successful business that will provide the income to extend their financial security. Readers will learn how to stop operating their business based upon instincts and instead build a resilient business with a foundation rooted in profitability. They will discover the profit ingredients that go into the making of their own success and a powerful way to run a business profitably so they can have more income, greater freedom, and more enjoyment.