Just do what you do and do it well and do it for a long time.

And it always takes longer, costs more, and is hardy than you expect it to be.

But it's the expectation that was the problem, not your plan.

Welcome back to the game.

Two out of three businesses fail, sad face.

And since 2016, every business that I have founded

continues to make money to this day.

And so there's a process of building

an unfuck-withable business that you might not expect.

And the first of those three steps

is stop selling small customers.

Let me explain.

So many businesses stay small because they only serve small customers. Let me explain. So many businesses stay small because they

only serve small customers. Let me tell you a story to explain this. So there was a small

gym CRM back in the day that approached me about investing. And I asked them what their

churn was. So what percentage of customers were leaving between last month and this month?

And their answer surprised me.

It was a much higher percentage than I expected because I thought a CRM, they're processing their payments through here, they have all their memberships in there, like this should be a very sticky product.

And I said, so where is the churn coming from?

And they said, oh, well, about a third of the gyms go out of business every year. And I was like, wow, wait a second. So this has nothing to do with how good your product or service was. These businesses in and of themselves just stopped being in business. And so the formal language for that is called structural churn. It means it's like it's based it's baked into the structure of the market that you serve. Now the

question is is that your choice to pursue that market and the answer is yes and so

if you're thinking about your own business there are many business models that

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