" I sat through a whole afternoon of business presentations at the entrepreneur or his organization. And came away with the conclusion that being sincere beats being slick. For instance what business owners presentation on the key points in the development of his business listed. And early disaster a sales call that he made. Rich Little -- view renewed dot com got a meeting at the save the children federation. And found that he did not have answers to basic questions. And he said I realized right damn but I had to get a lot of things together and get help on the things I didn't know. And he went to work. It was also effective when the business owners told simply how they got started in their business. And made them much more real. I'm Joe Connolly for The Wall Street Journal."