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Persistence in business keeps you or one going, making you or one willing to put in more efforts to avoid or better deal with experienced failure or challenge in the future. There are many stories highlighting the importance of persistence in achieving success in any venture. One of these is that of the legendary United States President Abraham Lincoln. He failed several times in elections, but he was not discouraged from forging on in pursuit of his aspiration until eventually he became the 16th President of U.S.A. Back home in Nigeria (my country), the election of General Muhammadu Buhari as the president of Nigeria is another good example of persistence. The former military Head of State, who was overthrown by General Ibrahim Babangida-led coup in 1985 after spending less than two years in office, had lost three previous presidential elections in 2003, 2007 and 2011. While many people made fun of him and wrote him off, he was undiscouraged and persistent. Thus, dare to be persistent in all you do. ~Emeasoba George.