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Very few business owners do an adequate job selling prospective candidates on their company, they just naturally assume everyone’s as enthralled with the place as they are.  It’s your responsibility to sell first and buy later.  Because people rarely move for strictly monetary reasons the leverage of money that most companies use to attract people doesn’t work with top executives;  because they’re looking for more.  They move for:

• greater challenges and
• the opportunity to play on a winning team.

So package accordingly.  Project your business as a winner by insisting that everyone in the hiring process understands and can articulate the company’s vision as well as its strengths and weaknesses.