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As an entrepreneur, it's important to determine your true hourly rate, which is calculated based on your profit rather than revenue. By dividing your earnings in the last 12 months by the number of hours worked, you can get an estimate of your true hourly rate. This exercise can be sobering, as working long hours decreases your earnings per hour. Understanding your true hourly rate allows you to make informed decisions about the value of your time and helps prioritize activities that generate the most return.