The so-called "negative" information is seemingly relevant information that is not conducive to starting a business. In fact, many entrepreneurs not only avoid such a market, but sometimes even look for such negative business opportunities. Because the so-called crisis is "risk" in the "business opportunities", entrepreneurs as long as we seize the opportunity to make adequate preparations, aiming at market demand, the same can hit the middle.

In the United States, there is a story about billionaire, who was originally a poor farmer. When he discovered a big gold mine in California, he came with gold rush. Because of the barren hills and wild valleys, the hot climate and the shortage of water resources, Ammel, who is in a predicament, sees this situation. He thinks twice, abandoning the gold rush and finding the water source. So he dug the channel, led the water into the pond, then filtered it and cleared it for sale. A few years later, most of the gold rush became beggars or even thrown into the wilderness. Ammel became a millionaire in the United States for getting gold from clean water.

Every entrepreneur may have encountered the same predicament as Ammel, but some have succeeded, while others have failed like most of the gold diggers. The reason is that they do not see the advantages of entrepreneurship when facing adversity. For example, during the light market with low start-up costs, low rent and low labor costs, the government will usually offer preferential policies to help laid-off workers and unemployed people to start businesses.

Generally speaking, when faced with "negative" information, entrepreneurs should pay attention to the following aspects: first, the market oriented climate is shrinking market consumption, but consumer goods related to people's livelihood will not be reduced. Two, give play to your expertise. The best way to start a business is to choose the industry that you are most interested in or best at, because you may be able to help a lot when you encounter difficulties in business.