lim as x goes to 1 of

(x^3 - 1)/(x^4 - 1)

Evaluated as shown above, 0/0 is obtained, which leads me to believe there is a common factor between the divisor and the dividend that can be cancelled so the limit can be evaluated. The problem is, I have no idea how to deal with difference of cubes and difference of 4th degrees. Any help would be much appreciated.