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I’ve co-founded 3 service companies that not only survived, but made more than enough to cover fancy cars for the leadership team.
Here’s a list of 11 things that always worked for us.
Maybe it’ll save your ass. Maybe it’ll inspire something.
1. Define your Ideal Client Profile – and don’t pitch to anyone else.
Focus wins.
2. Make it easy to buy from you.
Simple contracts. Clear process. No friction.
3. Bring your USP to life in sales.
Always involve someone (or something) that embodies your edge—like your tech lead or your own product. Make your uniqueness obvious.
4. Run regular Sales Committees with your C-Level team.
Review pipeline together. Strategize how to close deals. Obsess over sales and customers.
5. Founders lead innovation.
New offers, products, prototypes? These should come from the top. Innovation isn't something you outsource.
6. Look for trust-building moments with clients.
Workshops. Co-creation. Anything that gets you working with them, not just for them.
7. Have a “foot in the door” offer.
Think beyond boring audits. Deliver real value right away—even in the first meeting.
8. Double down on specialization.
Aim to be the best in the world at something. Niche is power.
9. Measure NPS constantly—and actually act on it.
Listen. Adjust. Grow.
10. Use your C-Level team to close big deals.
Founders and execs should show up when it really counts.
11. Build a killer Advisory Board (formal or not).
Include trusted clients. Get external brains involved.
Most business advice online is just a list of stuff someone wants to sell you.
This list? It’s full of things you need to do.
And yeah—it cuts across your whole org, so if your C-Level team’s not on board, good luck.
Want me to expand on any of these points?
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