The Terrifying Art of Finding Customers

I just finished digging into Chapter 2 of Collin’s upcoming book, and there’s one takeaway that hit me right between the eyes:

Ouch. But true.

He lays it out in a way that makes you realize early growth isn’t a team sport. It’s a founder sport.

Here’s a quick rundown from the chapter so you can apply it now:

• Expect volatility. You’ll swing between “we’re killing it” and “we’re doomed” more times than you’d like to admit.

• Know your stage:

  • $0–$1M = Hustle mode. Founder-led sales. Learn everything.

  • $1M–$5M = Build repeatability.

  • $5M–$10M = Optimize for efficiency.

• Don’t fall for the “Fire the VP” trap. If you don’t have Product-Market Fit yet, a new sales leader won’t save you.

• Time your go-to-market. Too early burns cash. Too late, you miss the market.

Collin also shared the growth formula he uses to coach founders:

This stuff is pure gold for anyone in the trenches right now.

If you want more, we unpacked a lot of this on recent episodes of the Predictable Revenue Podcast. And of course, when Collin’s book drops, you’ll want it on your desk.

P.S. We coach founders through this exact stage. Not because we’re geniuses (that’s you founders with the awesome products and services), but because we can help you turn Collins’ learnings into action fast.

Keep building,