66% of small businesses fail, and it’s not for the reasons you think. So why do they fail? That is what Darren Hardy set out on a mission to discover in The Entrepreneur Roller Coaster. What he found was startling. All the previously reported reasons and assumptions for the failure rate (capital, location, credit, inventory management, and competition) were wrong. Failure was not due to outside factors--they were internal. They weren't economic--they were emotional. The unexpected and terrifying emotional roller coaster an entrepreneur experiences is the greatest factor in why most quit and ultimately fail.