Mary Schmidt Marketing Troubleshooter

The Biggest "C"

When you're in start-up mode, investors often pressure you to hire "key" people, such as a COO and/or a CFO. Only one problem with that. If you don't have a product or customers, there isn't much for them to do.

Forget multi-tasking for a sec. Selling doesn't come naturally (if at all) to someone whose forte is nuts and bolts operations. Even if he or she has the best of intentions, it just ain't gonna happen. (Qualification, pursuit, and closing is as much an art as a science.)

So, resist the urge and pressure to hire the big Cs. Because the biggest C of all is CUSTOMER. Product (that works). Sales. That's it. (And have a plan for growth that includes bringing in more people as they're needed.)

For more free advice >>