When you start a new business, you can get pretty far on one initial burst of entrepreneurial energy.
You have a great idea. You have the passion and knowledge to make it real. And you probably have a pretty good sense of where you can find your first few customers, whether they’re contacts from a past role or members of your community. (If you didn’t know where to find any customers, you probably wouldn’t be starting this business at all.)
With all that going for you, you can build up quite a bit of momentum. It’s easy to imagine your growth trending indefinitely upward.
But as the climb gets steeper, you may find yourself slowing down. And it’s not because your business model is flawed, or you’re not good enough at what you do.
It’s just that many of the new customers you imagined you’d find … are staying stubbornly imaginary.