Founder's Lens: The Market Is Finally Ready for You. Your Foundation Isn't Ready for the Market.

The full body frustration combined with mental exhaustion that leaves you questioning everything that you’ve built when you feel like you’ve tried everything to grow your business.

Your conviction to your vision and mission feels even more resolute now than when you started. You feel it in your bones, this is your soul’s mission. The work feels more embodied, you know you you are on the brink of a breakthrough, the conversation feels more enriched with so many more in your growing community than it did when you started. And the world outside… the consumer, the culture, the conversation is unmistakably moving in the direction you have been pointing toward for years.

So why does the business feel like swimming upstream?

Why are the margins still compressing, the customer acquisition still expensive, the levers still requiring more force for less return? Why does more effort not equate to greater visible success? Why does it take more to generate momentum that is a mere blip?

Before identifying this to be a strategy problem, an execution problem, a you problem… consider turning over that one last stone…

Separating the forest from the trees

Every founder builds within a certain contextual circumstance. That context shapes the tools available, the assumptions that go unquestioned, the structures that get treated as simply how things are done and the strategy that is executed on.

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