Part IV — The Market
The Waterline
Chapter 9 · A complete lesson on its own. Reading time: about 15 minutes, work included.
Before courage, before vision, before any beautiful thing in this book, a business has one job: stay afloat. Everything else is chapter two.
This is the part of the book where I stop being inspiring for a few pages, because I spent more than twenty years in a chair where inspiration goes to be audited. I kept the books. Not the websites, not the pitch decks — the books, where a business tells the truth whether it wants to or not. And I'm going to give you the single most repeatable finding from all those years in one sentence:
The businesses that died rarely died of bad ideas. They died of empty tanks with revenue "coming."
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The book tells you what has to happen. The tools make it happen.
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