There are a great many traps that small business owners fall into, and the reason that they are actually traps is because they are completely unexpected. When business owners start their businesses, they are usually doing it because they love what they do or they have skills or expertise that they can bring to the business. They go into a business where they can leverage those things. One of the traps they fall into is failing to understand that knowing how to do the work of a business is not the same as running a business that does that work. They come into the business believing that their skill, know-how, and experience are going to wow the market and take care of the most fundamental elements of the business like sales and marketing only to find out that the job of business ownership is always sales and marketing. Unless a business has customers and clients, there is no business, no matter how good an owner is at delivering their product or service. The biggest trap that business owners fall into is probably failing to understand the fact that knowing how to do the work of a business is not the same as running a business that does that work.