When you launch a new company, there are two courses open to you: follow the crowd or go your own way. Following the crowd might bring you fast money and quick growth. Going your own way can mean lots of long nights worrying about bringing in the money your company will need to grow.

But I would advocate that you stick to your guns. Going with the market is often the path of least resistance, but carving your own path is usually far more rewarding—and one of the advantages of being an Evergreen business.