Here are three gut-check questions to ask before investing in any business product or service.

(Yes, we already know these, but too often, inexplicably, we set them aside.)

1. Ask yourself, is the product or service preying on my insecurities?

Don’t buy something that’s selling to you in a way you would not sell to others. Sales copy reveals ethics; trust your gut and find a comfy fit.

2. Were you actively looking for this solution or did the solution target you?

We are all solution unaware at times. Becoming aware of a fix is exciting! But, it doesn’t mean buy the first thing that comes along. It means, go learn more. Segue to…

3. Have you compared this offer with others out there through research?

Talk to colleagues. Check references. Do some digging. There’s a strange pleasure in discovering the exact shape of your particular problem. Why rush? Plus, come on, you know the manufactured urgency and scarcity is bs. Just miss the train—there’s always another one along shortly.

Ultimately, don't get ripped off—it hurts the old pride and the cash flow.

Yes, working alone can feel lonely.

Try only invest in yourself and your business from a position of strength and clarity.

And, when you get a little burned, stay kind to yourself. It’s happened to me; it happens to us all sometimes…it’s just part of the journey.