THE FOUR FOUNDATIONAL PILLARS

In the end, a vision without the ability to execute it is probably a hallucination.

 —Steve Case

There’s a feeling of excitement mixed with some anxiety when one starts a business. There are so many things you can do or want to do that it can become very easy to scatter your energy. I want to share where the best use of your energy is in the early days of your startup. I call these the Four Foundational Pillars. When things get out of hand and you feel thrown off course – come back to your foundation.

Pillar 1: Delivery – have an outstanding product or service backed by a great customer experience

This is what I hear often: “I’m really an idea person.” My response: “People don’t buy ideas – they buy value, and that comes through execution.”

Make a clear, simple Promise to your customers and then make sure you can deliver on that Promise. Remember, the more Promises you make, the more you have to prove. Delivery also includes how the customer experiences the delivery of the product/service, their interaction with you, and follow-up (online or in person). I spend 50% of my time coaching entrepreneurs to niche down their offering so the value is super clear, with a few key offerings. It’s nice that you have your vision and mission statements on your website – but what are people going to buy, now? Stay close to your paying customers – ask for feedback and keep fine-tuning.

Pillar 2: Focus on sales

This is what I hear often: “I’ll use social media and create marketing awareness campaigns.” My response: “Survival depends on how fast you can ramp up sales. You won’t have a big marketing budget or much time to do a long-drawn branding campaign.”

Go do some sales before you start with marketing. Even if you’re an online business, learn to sell directly to potential customers – you’ll learn a lot about what motivates them and what they expect.  The beauty of focusing on sales: it will help with fine-tuning your offering. When it comes to social media, make it clear how your content and posts actually drive sales. Early on, throwing money at ads won’t fix a credibility gap. Sure, you can run Google or Instagram ads, but if I land on your site and find zero social proof that your product delivers—I'm out. Sales aren’t just about revenue; they build credibility and fuel testimonials that prove your business is worth the hype.

Pillar 3: Watch and plan your cash flow

This is what I hear often: “I’m not good with numbers.  My response: “You won’t be doing advanced algebra, you will be budgeting. The fact that you don’t like budgeting – is what you probably mean.”

So many entrepreneurs are infatuated with the potential to make a lot of money down the road. Cash flow starts with the immediate future -- a monthly budgeting process that helps you make better decisions in your business. It’s also tied to your personal life. If, for example, your monthly expenses are $3,000 and you know you won’t have any substantial sales for three months – where are you getting $9,000 from? A cash flow is a reality check. Don’t confuse bookkeeping or accounting with cash flow. Your accountant will tell you you’re in trouble – by then it’s probably too late!

James Clear said it succinctly: “There are many ways to win in business, but there is one surefire way to lose: run out of money. Entrepreneurship is a game of survival.”

Pillar 4: Build relationships

This is what I hear often: “I don’t want to report to a boss.” This is my response:  “You just signed up for a bigger boss – your customer.”

This one gets overlooked. This is about connecting with customers (not just getting feedback – but establishing a genuine connection), peers (other business owners), advisors, suppliers, professional networks, even your community. Your business doesn’t operate in a vacuum – you can’t hide behind your computer and tell the world, “I just want to be left alone.” Your business is as strong as the bonds you form. You don’t have to be an over-the-top extrovert. What I’m talking about is the depth of your relationships, not the fact that you have over 1,000 contacts on LinkedIn.

At least a passing grade in all four Pillars

Don’t worry, you don’t have to be a superstar in all four Pillars. I have yet to meet a first-time entrepreneur that is strong in all four areas. Usually, you’ll be strong in one area, terrible in one, and so-so in the other two.

Do an honest self-assessment for each Pillar. On a scale from 0 to 10, where 0 represents no skill, no competency or very little desire to 10 which represents highly competent and exceptional skill level and highly motivated -- how would you score in each pillar?

Your goal is to get at least a 5 (a pass) in each Pillar. Much of this progress will come from doing the work and developing the necessary skills. Other times, you’ll take training or get coaching to strengthen specific areas. Early on, this isn’t something you can outsource. The Pillars are like the foundation of a house—without them, everything can collapse.

But building skills alone may not be enough. Over the years, I’ve seen how certain mindsets can sabotage a Pillar and, as a result, the business itself. In my next blog, I’ll share examples of these sabotaging mindsets and the alternatives that can help keep your business strong. Stay tuned.