It’s Not Sales. It’s You.

Hey there, Happy Tuesday!

I’ve been digging into Collin’s book The Terrifying Art of Finding Customers, and Chapter 3 (“Your First Customers”) hit a nerve for me as someone in the process of launching my first company.

Here’s the part I can’t shake:

If you’ve talked to a pile of “ideal” prospects and none of them turned into paying customers…

• That’s not a pipeline problem.

• That’s a product–market fit problem.

Those early customer interviews aren’t “pre-sales research.” They are the sales process.

• Your first 10 customers should come straight from those conversations.

• The next 10 should come from people they introduce you to.

And if that’s not happening, no amount of clever copy, new tools, or hiring your “first AE” is going to magically fix it. You have to stay in the messy loop: talk → listen → adjust the offer → test again.

As someone who’d love to just “turn on marketing” and scale, that’s a humbling reminder. The hard work is emotional, not technical: staying close to the customer long enough to hear the uncomfortable feedback and change what you’re building.

That’s exactly where Predictable Revenue’s Founder Coaching comes in: a structured way to pressure-test your assumptions, turn interviews into revenue, and know when you’re actually ready to scale beyond founder-led sales.

If you’re in that strange space between “people say this is cool” and “people reliably pay for this,” click here and let us show you more details.