Every business needs to solve each of these four problems in order to make more money and scale.

And the first of those problems is figuring out the customer that you're actually going to serve.

And in talking to many of you, the issue is you have no idea.

And that's OK.

Because in the beginning, you need to sell everyone because you have no money and they have a pulse and a credit card and you only require one of those things.

And so you ask them for their credit card so that you can pay your bills so you can actually make

your business work and that's okay and that's normal and that's expected.

But when you keep taking every single Tom Dick and Harry who can give you you a third down

today and I'll pay you when I get

paid and and everything else they're like hey do you think you could you know give me the

world and you're like I could give you two worlds and they're like awesome here's

my credit card again bill me on the fifth. That's when I get paid, right?

And you deal with all of these bad customers

and you promise the world, which is normal in the beginning

because there's only you and you maybe can't help

this person in a completely unscalable way and that's what you should do because

you just need to generate income, you need to generate word of mouth, you need to help people out.

Cool.

But there comes a point and it's usually around a million bucks a year, sometimes three million bucks a year, where the operational

complexity the business becomes really tough because now you've got a lot of different customers that all have different

needs, that have different promises at different price points that you've sold and they're still just you.

And so this process is the sticking point.

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