Everything in business changes once you understand this.

All you have to do to stay in business is you have to have cash.

And in order to have cash, you need to increase what you make versus what you spend to make it.

And managing that ratio and the payback period of when you get that money back is going to be the lever on how quickly you can grow and reinvest the money back into your moneymaking machine.

I've been in business 14 years. I have a portfolio of companies that generate, at least last

year, we're $250 million in aggregate revenue. And if I had to start over from scratch today,

this is the most important business concept to learn that I would focus on.

You'll be very clear, this is not a tactic, it's not a funnel.

It's actually a ratio.

And what you understand it, you really never look at business the same. And so the way that I like to think about it is that the best model will win, not the best method. And so a lot of videos that you see, a lot of trainings, a lot of people talking a lot, we'll talk about specific methods. They'll talk about one, this little trick that they found out, this weird way to do DMs and get into someone's inbox. Those are all methods, but methods always

expire. Models last forever. And so the most enduring model is the one that you want to build from day one.

So take into the natural extreme, what is the one thing that must be true in order for you to stay in

business? You must have cash. That's it. is the one thing that must be true in order for you to stay in business?

You must have cash.

That's it.

Like the only thing that has to happen for a business to stay in business is it has to have money to continue to operate. That's it. And so if that's true, then what we want to do is optimize our cash flow so that we never go out of business. And so as much we want to talk about marketing, sales, branding, all of these other things, the thing that really matters is money in versus money out over what time period.

And so fundamentally, the question becomes, can you afford to get more customers than your

competitors can? And so that's what separates real businesses from side hustles, right?

So this concept is what turns a dollar into $5,

and $5 into $50 and $50 into $5,000, right? And if you can do it consistently, you win.

And so the reason that businesses get outsized returns from other investments, like if you

compare a business to real estate, you compare business to anything, businesses get outsized

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