09/02/2026
SELL LIKE YOUR LIFE DEPENDS ON IT! BECAUSE IT DOES!!
The first responsibility of every business is to sell, because, without customers buying your products or services, everything else is theory. That's why, in the early days, founders should spend a disproportionate amount of their energy on getting customers and generating revenue. And even as the business grows, you need to keep a firm eye on it.
But there is a second lesson you learn as the business matures. Not all sales are good sales.
You can increase sales by selling products with terrible margins. You can grow revenue by giving customers excessive credit. You can acquire customers at a cost higher than their lifetime value. You can record huge invoices and still have no cash in the bank.
So the questions evolve from.
First: Can we sell?
Then: Can we sell profitably?
To: Can we collect the cash and do it quickly?
Then: Can we do it repeatedly?
Revenue will get the business moving, profitability makes it worthwhile, and cash keeps it alive and going
So, never stop selling.