A Lifetime of Entrepreneurial Wisdom
Expert finance, investment, and startup advice with key entrepreneurship tips and business growth strategies for success.
For over three decades, we have navigated the world of finance and investment, building and growing multiple companies from the ground up.
In this comprehensive guide, we share essential entrepreneurship tips and a complete business success guide for anyone looking to start or scale a venture. Packed with practical startup advice, insights into the entrepreneur mindset, and proven business growth strategies, this resource will equip you with the knowledge and confidence to turn ideas into thriving enterprises.
Yes — three decades of business lessons distilled into one complete guide. This post will walk you step by step through launching, scaling, and succeeding in business in 2025 and beyond.
Introduction
Let us take you through the complete roadmap: how to start, grow, run, and eventually sell a business. We will give you tools, strategies, and insights that will challenge the way you think and open your mind to opportunities the traditional education system never teaches.
• How to Start a Business with Zero Budget – turning ideas into action, even on a shoestring budget.
• What It Really Takes to Succeed– the real secret behind success and how to make it repeatable.
• Why Businesses Fail and How to Handle It– why losing is part of the journey and how to learn from it.
• How to Map Out Your Business Plan– a flexible, actionable way to organize your business.
• How to Discover Your Purpose – motivating yourself, your team, and your customers to care about what you do.
• How To Find a Co-founder– the partner who can transform your business and hold you accountable.
• How to Sell with Confidence– the universal system anyone can learn to unlock freedom and growth.
• How to Promote Your Business Effectively– reaching your audience and making them want to engage.
• What Makes Good PR Work– positioning yourself and your business in the spotlight.
• How to Attract Investors– multiple ways to secure funding without selling your soul.How to Get Sponsorships
• How to Create a Lasting Brand– creating value that lasts beyond the product itself.
• How to Hire and Grow a Team– turning good people into a high-performing company.
• How to Let Someone Go the Right Way– the tough but necessary part of leadership.
• How to Take Your Business Global– expanding to new markets to reduce risk and increase opportunity.
• How to Find the Right Mentor– the often-overlooked approach that works better than most realize.
• What You Need to Know About Equity– structuring ownership to grow your business while keeping control.
• How to Exit and Sell Your Business– the strategies that maximize value when the time is right.
You will be equipped to take action, avoid common pitfalls, and build something meaningful—all at no cost. Stick with me, and your perspective on business will never be the same.
How to Start a Business with Zero Budget
• Many people believe you should only start a business once you have a “brilliant idea.” That is a myth. A business does not begin with an idea—it begins with a feeling, a spark inside that tells you something needs to change. Once that instinct hits, your focus should be on learning how to create something you actually enjoy running.
• You have probably heard advice like, “Find a market gap” or “Pick a niche no one else is in.” Honestly, that is misleading. One of our earliest successes, a company, became one of Asia’s top agencies—even though hundreds of others were doing the same thing. What set us apart was not originality—it was passion.
• We did not try to reinvent the wheel. We just concentrated on what we loved—helping businesses grow through marketing. We were obsessed with understanding why some companies succeeded while others failed. That obsession drove us to experiment with new methods, like email and direct marketing, before they became standard. Our dedication kept us ahead.
Step 1: Start With What You Love
• The very first step is simple: focus on your passions. Write down what excites you and what drains you. Double down on what energizes you. Outsource, ignore, or delegate what you dislike. Forget the idea of “fixing weaknesses”—that is old-school thinking. Business success comes from sharpening your strengths until they make you unstoppable.
Step 2: Turn Passion Into an Idea
• Once you know what you enjoy, shape it into a concept. And here is the truth: your idea does not need to be completely original. Sometimes, pairing your strengths with someone else’s skills is enough. For example, We partnered with a talented designer who brought our marketing concepts to life visually. That 50/50 partnership became the foundation for the company’s growth.
Step 3: Take Action—Execute
• This is where most people stall—they overthink. The first step should be simple and immediate. When we started our current mission of providing free business guidance, we did not build a platform first. We simply recorded a podcast with a basic microphone, interviewed interesting people, and posted it online. It was not perfect—but it moved the needle.
• Your first step could be anything: starting a blog, posting your work on LinkedIn, or sharing photos on Instagram. The goal is momentum, not perfection.
Step 4: Experiment With Revenue
• Do not stress about having a perfect revenue plan from day one. Instead, explore different ways to make money from your work. A photographer, for instance, could sell prints, license photos, or create stock collections. At our company, instead of charging by the hour, we earned a percentage of the results we delivered—this approach made us more profitable and set us apart from competitors.
Step 5: Anchor Everything in Purpose
• Loving your work keeps you motivated, but purpose makes others care. A company built only for profit is fragile. Employees demand more, customers push for less, and negotiations dominate your day. But a business with a mission larger than money—whether it is improving lives, helping people, or changing an industry—aligns everyone naturally. You do not manage people; they follow the purpose. That is true power.
• The best part? You can start all of this without spending a penny. Even a million-dollar app can begin with small, creative steps. Airbnb did not launch with a polished platform—they sold cereal boxes at political conventions to meet customers and raise initial funds. That hustle gave them the foundation to scale.
Key Takeaways:
• Build your business around what you love.
• Transform passion into a concrete idea.
• Take the first small action immediately.
• Test different ways to make revenue.
• Embed a purpose bigger than profit into everything you do.
• Do this, and your business will be alive and moving forward—even without any upfront cash.
What It Really Takes to Succeed
So, you have got a business, but you are not winning yet—or maybe you just want to know the secret to building a winning company. After creating nearly 19 businesses ouselves, we can tell you: the formula is surprisingly simple.
• The first advantage you have is passion and purpose. If you genuinely love what you do, you are already ahead of most people—because most entrepreneurs are not fully committed to their work. But there is a deeper layer to winning that goes beyond passion.
1. Practice Patience and Delay Gratification
• Winning businesses do not rush. They understand the power of delayed rewards. For example, the very first client we had at our company, our agency, got our services for free. Many people would say, “Never work for free.” I disagree. By over-delivering without expecting payment upfront, We built trust, loyalty, and long-term relationships. That client not only stayed with us for 16 years but also recommended me to countless others.
• Big, successful companies often spend years without generating profit, waiting until their systems, processes, and customer base are strong enough to monetize effectively. Most people give up too soon—do not be one of them.
2. Build a Strong Company Culture
• Culture beats strategy every time. Your business should be built around client value and ethical practices. Look at Amazon—they obsess over their customers, and it shows. Too many entrepreneurs focus on extracting money instead of giving value. To win, focus on creating loyalty. Give your customers something to care about, something that makes them promote you naturally. Simple gestures, consistent attention, and genuine care go a long way.
3. Hack Your Luck
Luck is not random—it can be influenced. Here is how:
• Be persistent: Stick with it longer than everyone else. Many competitors will quit, but your persistence can turn the odds in your favor.
• Know your goal: Define success clearly for yourself. For some, it is building a global brand; for me, it is having time for the family and personal life while running our business. Success is personal—figure out what it means for you.
• Take calculated risks: Hard work alone does not create luck. Anyone can work tirelessly and still fail. Success comes from embracing risk, leaning into fear, and making bold moves.
You need to accept that failure is possible—and be okay with it. Only then can you take the chances that lead to real wins. Treat business as a marathon, not a sprint. Slow, consistent progress beats hasty shortcuts.
4. Focus on Building Value, Not Immediate Revenue
Look at companies like Facebook, Instagram, or Google. For years, they offered massive value with almost no monetization. They delayed profit to focus on creating something people loved. That patience allowed them to build enormous, sustainable businesses. If you chase money too soon, you risk compromising your product, your brand, and your users’ trust. Build value first—monetization will follow at the right time.
In short, the path to winning is:
• Follow your passion and purpose
• Practice patience and delay gratification
• Build a strong, client-focused culture
• Hack luck through persistence, clarity, and risk-taking
• Prioritize long-term value over immediate revenue
• Master these, and you will have the foundation for a business that not only succeeds but thrives over the long term.
Next, we will explore how to handle failure—because understanding how to lose is just as important as knowing how to win.
Why Businesses Fail and How to Handle It
One of the biggest lessons people never learn—and the very reason they struggle to become successful—is how to lose. This mindset problem goes back to school, where we were told success meant getting an “A.” But real success is not about grades. It is about failing, bouncing back, embracing failure, and learning from it.
• In our own journey, the businesses that failed gave me the most valuable lessons. If we had not lost a million pounds on a doomed business, we would not be successful today. We needed that failure. We needed to accept losing. It is absolutely key.
So, how do you build the stamina and ability to lose?
1. Do not Let Things Own You
• If you allow material things to control you, they will become the very source of your limitations. The car, the house, the lifestyle—they are supposed to bring pleasure, not define your self-worth. Learn to let go. Learn to lose those things without caring.
2. Let Go of Your Short-Term Ego
• Ego can be a powerful motivator, but there are different kinds of ego. The dangerous kind is about appearances—driving the “right” car, living in the “right” place, projecting an image of success to impress people who do not care about you. Do not waste energy on that.
• Instead, learn to enjoy looking like you are losing. Let people underestimate you. There is great power in being underestimated—by your competition, even by your customers. If they assume you cannot deliver and then you prove them wrong, you have won twice.
3. Learn to Be a “D Student”
• Love to fail. That is why so many A students end up working for D students. A students are terrified of losing; they always want to be the best, the smartest in the room. D students? They are not afraid of failure. They learn to adapt, take risks, and push forward.
• In business, being a “D student” means taking your time, experimenting, and not letting anyone else define your success. Do not let others dictate how you should do things.
4. Build an Internal Ego
• While you let go of external appearances, build an internal ego—one that quietly reminds you that you are not a loser, no matter what others think. People may judge you by your car, your house, or how you spend your day. Let them. Their opinion does not define your worth.
• What matters is your inner belief. You know where you are going, even if others cannot see it.
5. Love Losing, Embrace Failure
• The ultimate freedom comes when you stop fearing loss. If the worst-case scenario is losing everything, remember—it does not matter. You can always start again. You can try again. And you will succeed.
I promise you: once you learn to love losing, success will eventually follow.
How to Map Out Your Business Plan
So many people are taught that the first step in business is to create a business plan. Forget that. A business plan is often rigid, complicated, and in most cases—useless. What you really need is a mind map.
A mind map helps you explore where your business could go, how it might grow, and the different directions you could take it. Unlike a traditional business plan, a mind map keeps you flexible and creative. It costs nothing, and it works.
Why Not a Business Plan?
Business plans are sold as essential, but they often end up suffocating businesses. They lock you into a path that may not make sense as things evolve. I have seen companies follow detailed business plans—and fail because of them.
A mind map, on the other hand, grows with you. It is simple, it is visual, and it allows infinite possibilities.
Step 1: Start With Your Hobby
• At the center of the mind map, write down your hobby—the thing you love doing. Business should begin with passion, because it is much easier to sustain energy when you care about what you are building.
Step 2: Define the Business
• Next, branch out from your hobby to define the business idea. How does your passion connect to a business opportunity? For example, when we started our company Free Humanity, the goal was to help people live freely and do what they love.
Step 3: Explore Possible Branches
From the business idea, you begin adding branches for possible directions:
• Podcast – A podcast helped us build a powerful network. It showed an interview of over 200 successful entrepreneurs, which later became a foundation for growth.
• Brands & Partnerships – We realized we could monetize through brand sponsorships. We listed companies like GoDaddy, Tide Banking, and Adobe that aligned with our mission.
• App / Platform – We noted the idea of building a scalable platform to deliver free help and connect people. (Pro tip: start with a web platform before an app, since apps restrict you to app stores.)
• Team –We mapped out roles we needed, like an editor, an accountant, and partners who could join the mission. Some were not employees but collaborators aligned with the vision.
• Merchandising – We added ideas like T-shirts, caps, and even sweets. Interestingly, years later, this evolved into launching a new sweet brand, Bus’s.
Step 4: Keep Expanding
• The beauty of a mind map is that it never stops growing. As opportunities appear, you add new branches. You can connect different dots—like linking your podcast network to your platform, or your brand partnerships to your merchandising.
Step 5: Stay Flexible
• Unlike a 20-page business plan that ties you down, a mind map keeps you nimble. You can add bubbles, erase ideas, and evolve as the world changes. Your business grows organically, guided by both structure and creativity.
• A mind map is not about perfection. It is about clarity, creativity, and possibility. Start with your passion, branch out into opportunities, and keep adding as you go. That is how you truly build a business that lasts.
How to Discover Your Purpose –
• The word purpose might sound vague or even intimidating. It is no surprise—it is never taught in school. And in our opinion, that is deliberate. Because if you truly understood your purpose, you will be far less likely to spend your life working for someone else.
• Purpose is deeply personal. It connects you to others with similar values, helps you find your tribe, and gives you freedom. But finding it is not easy, especially when no one ever gave you the tools.
So, how do you start?
Step 1: Think About Purpose
• It sounds obvious, but most people never stop to think about it. When you do, expect resistance. People may laugh at you. They may make silly comments to throw you off. And your own mind may get tangled in complexity until you give up. Do not. Sit with the question:
• What is our purpose?
Step 2: Shift the Question
• Schools always ask: “What are you going to do when you grow up?” That is the wrong question. The right one is:
• “What problem are you going to solve?”
• Purpose is about solving problems that matter to you.
Step 3: Identify Problems That Matter
• Start small. What problems bother you in daily life? Maybe banks do not open early enough. Maybe the swimming pool does not have hours that fit your schedule. They may sound trivial, but thinking about these sparks your “entrepreneurial muscle.” It trains your brain to see problems and imagine solutions.
• Not every problem you spot will become your purpose, but the practice sharpens your awareness of what could.
Step 4: Align Life With Purpose
• Often, people are closer to living their purpose than they think. I have met hundreds who shared their dreams with me, and most were only about 3% away from what they were already doing.
• For example, someone might dream of running their own catering business but currently works in someone else’s. They are already baking, already serving customers—the gap is knowledge and courage. The system often keeps you “satisfied enough” so you do not break free. But real purpose requires risk and self-awareness.
Step 5: Trust Your Inner Voice
I once interviewed a billionaire who told me something powerful: when he was a child, his parents never answered his questions directly. They always said, “You know the answer.” That forced him to trust himself and develop intuition.
You, too, already know your purpose. It is inside you. But you must ask yourself:
• What problem do we care about solving?
• How can we shape our life to align with it?
Step 6: Do not Do It Alone
Purpose does not mean you have to build everything solo. Let us say you care about climate change. You do not need to launch your own global initiative tomorrow. You can join others already working on it—just make sure you ask for equity, so you are building ownership in the mission.
In our own organization, we have a team of people who care about the same thing: helping others gain the knowledge they need to do what they love. We work together because one person can only go so far.
Remember this: 1 + 1 = 11. When you combine forces with people who share your purpose, your impact multiplies.
Final Thought
Once you find your purpose, resist the trap of making it so big that you freeze and never act. Start small. Solve problems step by step. Team up with others.
If you do not take the time to find your purpose, you risk spending your life working on someone else’s—living out their destiny instead of your own. And despite what you have been told, it is far harder to work for someone else than it is to work for yourself.
How To Find a Co-founder
If you are someone who prefers to work alone, you might be tempted to skip this. But before you do, understand the power of having a co-founder. Sometimes we live inside our own “ignorance bubble,” believing we know enough—when in reality, we do not know what we do not know.
A great co-founder can change everything. Here is why—and how to find one.
Why a Co-founder Matters
Think of it like a gym membership. Most people who sign up do not actually go consistently. But if you have a workout buddy waiting for you every morning, you show up. That is accountability—and in business, That is priceless.
Some argue, “Why give away 50% of your company to a co-founder?” Our view is simple: We would rather have 50% of a business we love that succeeds than 100% of a nightmare that fails.
When you have the right co-founder, life is better, and the business is stronger.
Step 1: Define What You Love (and Hate) to Do
Start by making two lists:
• What you love doing
• What you hate doing
This clarity helps you see where you shine and where you need support. Your perfect co-founder will ideally cover the areas you dislike, complementing—not competing with—your strengths.
Step 2: Match Skills, Align Values
Skills should be opposite, but values must be the same.
Finding a co-founder is like finding a life partner. You will spend an enormous amount of time together, and if you get it right, it can be a lifelong partnership—across multiple ventures, even after companies are sold.
You need:
• Complementary skills → They handle what drains you.
• Shared moral code → You both believe in the same principles.
Step 3: Test Their Values
Here is a powerful exercise to check alignment:
• Ask them—If you could have 40 years of an amazing life (wealth, travel, status), but at 70 everyone discovers you were a fraud, would you take the deal?
• Shockingly, about half the people say “yes.” That tells you they value money over reputation. Be careful.
• You want a co-founder whose values mirror yours. Not someone who would compromise integrity for temporary gains.
Step 4: Be Specific in What You are Looking For
• Write it down—every detail. Not just skills and values, but personality traits, background, work style, even communication preferences.
• Why so specific? Because of the Red Car Theory. The moment you decide to notice red cars, suddenly you see them everywhere. Defining your ideal co-founder works the same way—it tunes your awareness so you actually recognize them when they appear.
Step 5: Put It Out There
Once you know who You are looking for, tell the world:
• Post on LinkedIn
• Share in your network
• Mention it in conversations
• Stay alert at cafes, events, even supermarkets
Opportunities appear when people know what You are seeking. The clearer and more public you are, the faster You will attract the right person.
Step 6: Prepare for the Equity Discussion
• Finding your co-founder is only half the journey. The next step is deciding on the equity structure, which determines how ownership and rewards are shared. Get this wrong, and even the best partnership can fall apart.
(We will dive into equity in detail later.)
Final Thought
Finding a co-founder may be one of the most important decisions you ever make. Do it with intention. Choose someone who balances your weaknesses, shares your values, and believes in the mission as much as you do.
Because in business—just like in life—the right partner can multiply your chances of success.
How to Sell with Confidence
Sales is not about being a “natural.” It is not about personality type, background, or being an extrovert. It is a system—a philosophy—and if you learn the system, anyone can sell.
Most people misunderstand sales. They think It is about saying: “Here is our product, Here is the price, Here is what it does.” That approach rarely works. Instead, the secret is this:
Sell the Sizzle, Not the Steak
People do not buy features—they buy feelings, transformation, and outcomes.
• Steve Jobs understood this perfectly. When Apple launched a product, he did not focus on processors, specs, or technical jargon. Instead, he told stories about who the product was for: the creators, the rebels, the ones who wanted to change the world.
• That is the sizzle—the vision, the lifestyle, the emotional connection. The steak (the technical details) only matters after the buyer is already sold on the dream.
Turn Others Into Your Sales Team
One of the most powerful strategies is enabling others to sell for you.
• For example, our accountant became our best salesperson. Not because she pushed our services, but because I gave her the story—the sizzle. She proudly told other CFOs how we saved companies from bankruptcy, added millions in revenue, and made businesses stronger.
• She was not selling a service. She was sharing outcomes. And people listened.
The Three Steps of Selling
Most people jump straight to closing the deal, but That is actually step three. First, you need to master the first two.
1. Do They Need You?
• Research your prospect. Do not waste time pitching to people who do not need what You are offering.
• Shockingly few people do this. A lazy email that says “Dear John, I love what You are doing” without any real research goes straight to the trash. But when someone demonstrates they understand your business and how they can add value, you pay attention.
2. Do You Like Each Other?
• Sales is about relationships. You need to genuinely like your customer—and they need to like you.
• If they are rude, dismissive, or not aligned with your values, walk away. Even if you close the deal, working with the wrong clients will drain your energy and hurt your business long-term.
3. The Deal
• If they need you and you like each other, the deal happens naturally. In fact, I have had clients come back and offer me more money than I asked for, simply because trust and respect were established in the first two steps.
Think Long-Term
Most salespeople give up too quickly.
• A Harvard study showed that even the world’s best salespeople typically try five times before giving up on a lead. But the top 1% keep going—politely, persistently, and with patience.
• When we launched one of our businesses, we listed 50 dream clients. We reached out to them every single month—not to sell, but to stay connected. We sent holiday greetings, industry insights, or thoughtful notes. Some deals happened fast. But others took nine years.
• Persistence pays off—if You are consistent and respectful.
Be Authentic
The best salespeople do not push products people do not need. They build trust.
I once went to buy a car, and the salesperson told me, “This is not the right car for you—you should actually look at one in another showroom, even though I will not make commission.”
That honesty impressed me so much that I hired him. Why? Because he was not chasing a sale—he was building a relationship.
And that is what sales is really about.
Final Thought
Sales is not manipulation. It is about helping people get what they truly need while building trust, relationships, and long-term success.
If you focus on:
• Selling the sizzle, not the steak
• Empowering others to share your story.
• Doing your research and building genuine connections
• Playing the long game with persistence
• And always being authentic
Then you will not only close deals—You will build a reputation that keeps opening doors for years to come.
How to Promote Your Business Effectively
Marketing is not just about ads or flashy campaigns—It is about building real connections with people over time. From decades of experience building complex marketing systems, we have learned that marketing is equal parts science, creativity, and consistency.
Let us break down the core lessons:
1. Accept That 50% of Marketing Spend Is Wasted
It is a truth every business owner learns: if You are getting a million views from the wrong audience, It is wasted money. Marketing requires constant experimentation to find what resonates.
The key is to understand that marketing is not one thing—It is a living, evolving ecosystem of branding, PR, messaging, and product–market fit.
2. Branding Is Everything
Why do people choose Apple over cheaper brands? Because of branding. Apple spent more money marketing the iPod than any company had ever spent on a product launch. The lesson:
• Branding creates emotional connection.
• People do not just buy a product—they buy the promise behind it.
3. Know Your Customer Deeply
The most successful companies start with a clear niche. Facebook began in universities, with simple features like “relationship status” that became natural marketing tools.
• When you know exactly who You are serving, your customers start spreading the message for you.
4. The Staircase Method
Marketing is about standing out. Sometimes, that means doing something bold and unexpected.
Example: Someone bought a staircase at an auction for £26,000. Sounds ridiculous, right? But Here is what happened:
• Major media outlets (BBC, New York Times, etc.) covered the story, giving millions in free PR.
• We installed a doorbell at the staircase where people could press a button and share their dreams, creating another wave of publicity.
• We partnered with Ring (Amazon) to expand reach and sponsorship.
This is what we call the staircase philosophy: find your unique hook, evolve it, and let it elevate your business step by step.
5. Systems Matter More Than Tactics
Marketing can feel overwhelming—email, social media, events, PR, influencer campaigns, ads—the list never ends. The solution?
• Pick one strategy and do it well before expanding.
• Build systems so you can scale across platforms without burning out.
Example: Record one video, then edit it for each platform’s format.
Consistency beats scatter-shot efforts every time.
6. Align Marketing With Your Strengths
• If you hate being on camera, do not force yourself into TikTok videos. Instead, maybe you thrive at writing → double down on email marketing or LinkedIn content.
The best marketing strategy is the one you can sustain and enjoy.
7. Marketing Should Be Fun
• True marketing magic happens when you enjoy the process. From buying a staircase with our family membes to running creative PR stunts, we laughed through the whole journey—and people connected with it.
• If you do not enjoy your marketing, neither will your customers.
8. People Are Part of Your Marketing
Starbucks is a great case study. In its early days:
• They did not rely on billboards—they opened more stores, turning locations into live advertisements.
• They treated employees as partners, offering healthcare and respect. Baristas cared, and that care spread to customers.
Your team represents your brand. If your people do not embody your values, your marketing will always feel hollow.
Final Thought: Marketing Is About Promising a Better Future
At its core, marketing is about giving customers hope—hope that your product or service makes their life better, easier, or more exciting. If you understand your customer, find your staircase, build strong systems, and enjoy the process, your marketing will never feel like a burden.
What Makes Good PR Work
PR (Public Relations) is often confused with vanity press mentions or ego-driven exposure. But if you do it strategically, PR can be a game changer for your business—helping you reach the right audience, attract opportunities, and build credibility that advertising alone cannot buy.
Here are the core principles and hacks to make PR work for you:
1. Targeted PR Beats Vanity PR
Not all press coverage moves the needle. Many startups brag about raising money and landing on TechCrunch, but it does not always lead to sales or impact—it just feels good.
Contrast that with a feature in a big-name business journal that got zero response—great for ego, but useless for growth.
Lesson: Focus on outlets and stories that bring measurable value, not just prestige.
2. Local First, Then Go Big
PR works best when It is relevant. If You are selling cherries on a roadside stand in East Sussex, coverage in the East Sussex Times will drive more sales than a BBC feature.
Start small, local, and relevant—then scale up once your story has broader appeal.
3. Journalists Are Busy (and a Bit Lazy)
This is one of the most powerful PR hacks: do the work for the journalist.
• Write the press release like It is the final article.
• Use a catchy, reader-first headline (not a sales pitch).
• Provide high-resolution photos and ready-to-use content.
If all they have to do is say “yes” and hit publish, your chances skyrocket.
4. Build Relationships With Journalists
Forget expensive PR agencies—you can do this yourself. The key is relationships.
• Find journalists: search byline credits, look on newspaper sites, or simply Google.
• Use Twitter/X: most journalists are active there, often with small followings.
• Engage with their posts: comment thoughtfully on their stories, reply to their tweets, add value.
Over time, You will become a trusted source they naturally think of when they need quotes or fresh angles.
5. Be Careful With Your Own PR (Your Reputation)
You are your business’s number one PR engine. Journalists and brands often check your social media before working with you.
If they see rude, offensive, or reckless content, they will not risk their own reputation by covering you.
Discipline matters. Always post with your brand image in mind—because PR starts with respect.
Final Thought: PR Is About Relevance, Relationships, and Respect
Great PR is not about chasing every outlet or buying agency promises. It is about:
• Targeting the right audience.
• Making journalists’ lives easier.
• Building genuine relationships.
• Protecting your own reputation.
If you do these things consistently, your business will get the right kind of attention—the kind that drives growth.
How to Attract Investors
One of the most common questions entrepreneurs ask is: how do I get an investor?
• Securing the right investor can dramatically change your business’s trajectory—but getting the wrong one (or raising money for the wrong reasons) can quickly turn into a nightmare.
• As someone who has invested in over 78 companies, I have seen it all: the good, the bad, and the ugly. In this guide, I will share practical strategies for attracting investors while avoiding the pitfalls that many founders fall into.
Step 1: Do You Really Need an Investor?
• Before you start pitching, ask yourself: Do I truly need outside capital?
• The wrong investor can feel like a new boss.
• Easy money upfront can lead to long-term headaches.
• Many businesses fail not because of a lack of money, but because of poor sales systems or execution.
Sometimes, alternatives like better sales funnels, pre-orders, or crowdfunding are smarter than giving up equity.
Step 2: Understand Investor Profiles
Different investors fund different stages:
• Idea Stage: Harder to raise, but possible. Investors at this stage usually want more equity, active involvement, and industry relevance.
• Traction Stage: Easier to raise because you have proven your concept.
Tip: Investors want to feel like they add value beyond money. If they cannot contribute expertise or networks, they may as well invest in the stock market.
Step 3: Family & Friends (The Fast Track)
• Raising from family and friends can be powerful because they already know your character and commitment.
Warning: It can also get messy if you fail to deliver.
Best practice:
• Be honest. Tell them upfront: “You could lose all your money.”
• Do not oversell your business as a guaranteed success.
• Leverage introductions—sometimes a friend of a friend can connect you to wealthier circles.
Step 4: Your Team as Investors
• One overlooked hack: let your team invest.
• Hire top talent who might also put money into the company.
• Offer equity in exchange for lower salaries.
• Get people who are financially and emotionally invested in your success.
This works better than relying on outsiders who only want quarterly reports.
Step 5: Angel Investors (Smart Money)
• Forget what you see on Dragon’s Den. The best way to attract an angel investor is not to beg for cash—It is to ask for help.
• Do your research: know who they are, what industries they like, and how much equity You are offering.
• Make them feel special and valuable.
• Create FOMO (fear of missing out)—make them believe they will regret not being part of your journey.
Pro Tip: Position your pitch as “We are looking for the right people to invest, not just anyone.”
Step 6: Venture Capital (VCs)
VCs usually come in once your business has traction and needs capital to scale.
Here is how to navigate them:
• Check if they have active funds. Many VCs take meetings even when they are not investing—do not waste your time.
• Study their portfolio. Some invest broadly (e.g., Uber and Lyft), others only back one player per category.
• Get warm introductions. A referral from a founder they have already funded is 10x stronger than a cold email.
• Do due diligence. Speak to other founders about whether the VC was a good partner.
Step 7: Clients & Brand Partners as Investors
One of the most underrated methods: let your clients fund your growth.
• Some clients will pay upfront for expansion if it benefits them.
• Big brands often have investment arms (e.g., Google Ventures invested in coffee chain Blue Bottle).
• Be careful: do not accept money from a client that could create conflicts with other partners.
Done right, this turns clients into long-term partners who are invested in your success.
Step 8: Crowdfunding
Crowdfunding is often smarter than traditional investing—because you raise money without giving up equity.
• Product crowdfunding: Pre-sell your product (Kickstarter, Indiegogo).
• Equity crowdfunding: Sell small shares of your business (Seedrs, Crowdcube).
• Support-based crowdfunding: Platforms like GoFundMe where communities back ideas.
Crowdfunding also creates a built-in community of early adopters who become your first customers.
Final Thought: Investors Are Not Always the Answer
Many founders rush to get investment when what they really need is sales, better systems, or creative funding alternatives.
But if you do raise money, remember:
• Choose the right investor, not just any investor.
• Value their expertise, not just their cash.
• Protect your equity and long-term vision.
How to Get Sponsorships
Securing sponsorships is not about luck—It is about understanding what brands truly want and aligning with their goals. Here are the core principles to help you attract sponsors effectively:
1. Understand Why Sponsors Say Yes
Sponsorship deals happen for two main reasons:
• Value Return (ROI): Brands expect measurable returns—views, sales, or audience reach. Ideally, results should be trackable.
• Emotional Sale: Sometimes, decisions are personal. A CEO might back you because they grew up in the same town, support the same sport, or resonate with your mission.
The most powerful pitch combines value + emotion.
2. Structure Clear Value
Many fail because they do not structure value properly. Always show:
• How the sponsor benefits.
• Why your audience is the right fit.
• What measurable results they will get.
3. Understand the Brand’s DNA
• Never pitch blindly. Research a brand’s values, advertising style, and positioning.
• Example: High-end jewelry brands prefer James Bond movies, not beer coasters in bars.
• Lesson: Align with what they stand for, not just what you think will “work.”
4. Focus on People Inside the Brand
• Brands are run by people with personal stories.
• Many executives support projects that align with their personal struggles or passions.
Example: GoDaddy leaders supported entrepreneurs because they had small business experience themselves.
Build authentic human connections, not just brand connections.
5. Use Media Buyers & Agencies
• Do not always pitch brands directly:
• Media Buyers: Handle ad budgets for brands and are easier to approach.
• Agencies: Create campaigns for brands and can include your product/service as part of the strategy.
Sometimes going through these middlemen is faster and more effective.
6. Show Real Brand Loyalty
• The fastest way to get noticed is by using and promoting brands you already love.
Example: Installing a Ring doorbell in a project led Amazon to notice and collaborate.
Example: Wearing a Whoop band naturally in videos created organic exposure and brand interest.
• Authentic use builds credibility and attracts sponsorships without forcing it.
Key Takeaways
• Deliver ROI + emotional connection.
• Always research the brand’s values and audience.
• Build relationships with the people behind the brand.
• Partner with media buyers and agencies.
• Use products you genuinely love to create organic sponsorship opportunities.
How to Create a Lasting Brand
Building a brand is not just about logos or colors—It is about identity, values, and trust. If you do it right, sales and marketing will flow naturally. Here are the core lessons:
1. Branding Is About Purpose, Not Design
A brand is not a logo—It is what people feel and say about you when You are not in the room.
• Nike = supporting athletes.
• Apple = supporting creativity.
• Your brand = your values, mission, and personality translated into something people instantly recognize.
2. Start With Your Personal Brand
Before building a company brand:
• Write down your values (what you care about, non-negotiables).
• Define your rules (what you will/will not do).
• Accept that everyone has a personal brand—if you do not define it, others will.
Warning: Personal brands can be powerful but also limiting. They require constant upkeep and may not scale unless You are in rare categories (e.g., Kardashians).
3. Translate Personal Brand → Business Brand
• Infuse your company with traits from your personal brand (e.g., honesty, authenticity).
• But also adapt to your industry’s needs.
Example: A finance company must convey seriousness and trust even if You are personally fun and relaxed.
4. Two Models of Brand Growth
a) Reference Model (Leverage Others):
• Partner with influencers, athletes, or creators whose values align with your brand
• Example: Canon sponsors photographer Peter McKinnon; Nike partners with top athletes.
Risk: If they damage their reputation, your brand suffers too (e.g., Adidas dropping Kanye West).
b) Leadership Model (Be the Face):
• The founder/CEO becomes the voice and face of the brand.
• Example: Steve Jobs at Apple, Elon Musk at Tesla.
Risk: If the leader leaves, the brand struggles unless tHere is a strong transition (e.g., Apple with Tim Cook).
5. Protect Your Brand at All Costs
• Learn to say no to wrong partnerships, toxic clients, and mismatched deals.
• A single bad alignment can destroy decades of brand-building.
Remember: People buy brands, not businesses.
6. Longevity and Transition
• If You are running a leadership-driven brand, prepare a succession plan.
• If You are running a reference-driven brand, be ready to cut ties quickly if an ambassador damages your reputation.
Key Takeaways
• Your brand = your values in action, not your logo.
• Start with personal clarity, then translate it to your business.
• Use either the Reference Model (leverage others) or the Leadership Model (be the face).
• Say no to bad fits—brand reputation is fragile but priceless.
• Build a brand, not just a business—brands live forever.
How to Hire and Grow a Team
A business that thrives long-term is not just about profit—It is about people, purpose, and systems. If you get this formula right, your company can grow into a brand you love, give you lasting income, and avoid becoming the management nightmare many entrepreneurs face.
1. How to Hire the Right People
• The secret to great hiring is purpose. If your business has a clear purpose and your team believes in it, you will not have to manage people—You will manage purpose.
• Hire for alignment, not just skills. If your employees do not resonate with your mission, You will always struggle with motivation and management.
• Do your research. Check social media, past projects, and references to see what they truly care about.
• Respect through equity. Do not just give salaries—give employees a stake in the business. Equity creates loyalty because they share ownership in your success.
• When employees have equity, turnover decreases, stress is lower, and culture becomes stronger. Most people leave jobs because they do not feel true ownership. Share the business, and You will gain loyalty in return.
2. How to Grow a Business
• Growth does not happen without people. Even in the age of AI, humans will always be essential. To scale effectively:
• Build culture around values. A company without values collapses under pressure. Your culture should protect employees and give them a sense of belonging.
• Know your destination. Why are you growing? Is it for ego, lifestyle freedom, or to scale impact? Growth without a reason leads to burnout.
• Put people first. Clients and customers matter, but if you do not take care of your employees, your company will not last.
Example: In a creative agency we built, we shifted values from “making money” to “protecting our creative staff.” That cultural shift transformed the business and attracted the right clients.
3. How to Build a Business That Lasts
To truly build a company that stands the test of time, follow these principles:
• Take risks with MVPs (Minimum Viable Products). Do not wait for perfect—launch, learn, improve.
• Disrupt yourself before the market does. Companies like Kodak and Blockbuster died because they refused to evolve. Always innovate, even if it threatens your existing model.
• Build systems. Start as a generalist, but as you grow, transition into specialists. Systems allow specialists to thrive and the company to scale.
• Replace yourself when needed. Many founders cling to control. Smart founders hire better CEOs or managers when the company outgrows their personal skill set.
Key Takeaways
• Hire for purpose, not just skills.
• Give employees equity to create loyalty and reduce turnover.
• Grow with clear values and a defined destination.
• Always innovate and disrupt yourself before competitors do.
• Build systems and specialists to scale effectively.
• Do not be afraid to replace yourself—it can make the company stronger.
If you follow this formula, You will have a business That is easier to manage, scales smoothly, and continues to grow even without you at the center.
How to Let Someone Go the Right Way
Firing someone is never easy, but It is a necessary skill if you want to survive and grow in business. Over our career, we have had to let many people go—sometimes because the business needed to shrink quickly, and other times because the fit just was not right. The hardest part is not the paperwork or legalities (That is what lawyers are for). The real challenge is knowing when to fire someone and how to do it fairly.
The 7–8 Rule
We use what we call the 7–8 Rule to make firing decisions:
• 9s and 10s: These are your best people. They love their work, they are committed, and you want them to stay. Do everything you can to look after them—give them equity, support, and recognition.
• 1s and 2s: These are the obvious poor fits. They know it, you know it, and the end usually comes naturally. They either quit or get fired.
• 7s and 8s: This is where it gets tricky. These employees are “almost good enough.” Some days they perform like a 9, but often they slip back to a 6. They take up most of your management time, and the temptation is to hold onto them in the hope they will improve.
The danger is that keeping too many 7s and 8s drives away your 9s and 10s. Top performers do not want to stick around in an environment where mediocrity is tolerated.
How to Handle 7s and 8s
• Give them structure. Define what success looks like and check in on whether they are achieving it. Do not just accuse—ask, “How can I help you perform better?”
• Consider role alignment. Sometimes a 7–8 is in the wrong department. Moving them to a role that suits their strengths can turn them into a 9–10.
• Be honest. If they consistently fall short, do not avoid the conversation. Fear of replacing them is common, but holding onto them hurts the whole business.
• Line up replacements. Do not delay firing because You are worried about the gap. Prepare for the transition by recruiting ahead of time.
• Help them move on. A 7–8 in your company might be a 9–10 somewhere else. I have even helped employees get interviews at other firms. This not only softens the process but can turn them into long-term allies outside the business.
Signs It is Time to Let Go
• Their name comes up in conversations or complaints too often.
• You find yourself tolerating mediocrity out of fear of hiring someone new.
• They are disengaged, and you sense they are already looking for another job.
The Outcome
• Firing a 7–8 may feel harsh, but It is often the best outcome for both sides. They can thrive in a role that suits them better, while your company becomes a stronger environment for high performers. In some cases, with the right support—or even equity—they might rise to become a 9–10. But if not, letting go is an act of responsibility to your team, your business, and to them.
Bottom line: Do not fear firing. Be honest, be fair, and when necessary, help people move on. You will protect your culture, keep your best people, and often give the person you let go the chance to succeed somewhere else.
How to Take Your Business Global
Many entrepreneurs do not realize they can take their business global — or that doing so can actually reduce their overall risk. When You are active in more than one market, a downturn in one region can be balanced by growth in another. If You are limited to just a single market, You are completely exposed to its ups and downs.
We have experienced this ourselves. Early in our career, our company operated only in one county. Whenever the market dipped, our business suffered with no counterbalance. Expanding globally changed everything — and today, It is easier than ever.
Steps to Go Global
1. Research new markets
• Start by identifying opportunities for your product or service in other countries. Even if you do not immediately expand, this knowledge helps you spot growth potential, attract investors, and prepare for partnerships. For example, telling an investor that your product has global demand can make your company more appealing.
2. Leverage partnerships and sponsorships
• Brands may be willing to sponsor your expansion into new regions, reducing your risk. Strategic partnerships can help you scale faster while protecting your cash flow.
3. Consider franchising or licensing
• You do not always need to open offices or hire teams abroad. Franchising allows others to run your brand in new markets under a license. While many people associate franchising with fast food chains like McDonald’s or Subway, it applies equally well to service businesses. This model creates revenue with minimal effort on your part.
4. Build for long-term survival
• Thinking globally sets your business up to last. Surprisingly, running a big company is often easier than running a small one. With scale, you can hire senior management, delegate responsibilities, and avoid being the only one holding everything together. A small business can trap you, while a larger, global business gives you freedom.
The Bigger Picture
• Going global is not just about expansion — It is about protecting yourself from risk, creating opportunities for funding, and building a business that can truly thrive long-term. Do not restrict yourself to one market. Do not trap yourself in a business that relies only on you. Think bigger, and You will discover that building a global company can be easier — and more rewarding — than running a small one.
How to Find the Right Mentor
The idea of having a mentor sounds exciting. Entire industries have been built around convincing you that mentorship is the secret to success. But Here is the truth: you do not necessarily need a mentor — you need answers to the right questions and, sometimes, accountability.
A mentor’s personal experience may not even apply to your life or business. Instead, break down what you really need:
• If you want accountability → get a co-founder.
• If you need help with sales → hire a salesperson.
• If you have a specific question → just ask it.
That said, if you still want a mentor, Here is how to get one:
1. Do your research
Know the person You are approaching. Do not ask someone to mentor you in an industry they dislike or do not respect. A cold, misaligned request almost guarantees no response.
2. Define what “mentor” means to you
Asking “Will you be our mentor?” is vague and overwhelming. Be specific. For example:
• “Could we have a 10-minute call once a week for the next month?”
• “Can I get your advice on these three questions?”
• Specific requests get answers. Vague ones do not.
3. Reframe it as an “advisor” role
• Many professionals do not see themselves as mentors but are open to being advisors. Advisors often join boards, share specific expertise, and sometimes receive equity. Framing your request this way makes it more structured and appealing.
4. Leverage referrals
• Introductions from trusted connections carry weight. If someone the mentor already knows and respects refers you, your chances of a “yes” go up significantly. Build genuine relationships, not just networking for favors.
5. Give value first
• The most powerful way to earn mentorship is to help the person before asking for anything. Redesign their website, share insights, solve a problem — anything that makes their life easier. When you give value without expecting something in return, you naturally open the door to a reciprocal relationship.
Final Thought
• Do not chase a mentor just for the title. Instead, focus on clarity, alignment, and mutual value. The right people will guide you when you ask good questions, respect their time, and bring something useful to the table.
What You Need to Know About Equity
• Equity is one of the most misunderstood parts of building a business. Many great companies fail not because of bad products or poor execution — but because they got their equity structure wrong.
1. Equity ≠ Control
• Most founders believe that holding more than 50% equity guarantees control. That is false. Control comes from the shareholder agreement (or operating agreement), not just equity percentage.
• A 50/50 split can still allow one partner to make final decisions if agreed in writing.
Even if you hold less than 50%, you can still have operational control with the right agreements in place.
2. Do not Sell Too Much Too Early
• Many entrepreneurs give away large chunks of equity at the start — and later realize they do not have enough left to reach the finish line.
• If you plan to raise multiple rounds (like a tech company), protect your equity early on.
• Bootstrapping and keeping 100% is often healthier if you can pull it off.
3. Avoid the 52/48 Trap
• Never start a partnership with 52/48 or similar splits just because “the idea was mine.”
• It creates resentment.
• Your partner may subconsciously contribute less.
• If You are co-founders, start with 50/50 and put agreements in place to prevent deadlock.
4. Plan for Decision-Making
• Equity splits can lead to decision lock. Avoid this by:
• Agreeing who has the final say.
• Creating a board of advisors as neutral tie-breakers.
• Aligning long-term vision (take profits now vs. reinvest, stay local vs. expand globally).
5. Equity Reflects Your Brand
• Equity is not just ownership — it signals who is behind your company.
• If you give equity to the wrong person, investors may walk away.
• Align your cap table (ownership list) with your company’s values and brand.
6. Equity for Employees
• To build a scalable business, give equity to your team. Two main ways:
• Share Options: Rights to buy shares in the future. Common in startups but may lack real power.
• Real Equity: Direct ownership in the business. If the company sells, employees get paid out.
• We personally prefer giving actual equity, not just paper options. It is more motivating and fair.
7. Understand Share Classes
• Not all shares are equal. Some carry voting rights, others do not. Learn about:
• Ordinary shares
• Preference shares
• Share options vs. real ownership
• This knowledge is critical if you want to raise money or list your company one day.
8. Reverse Engineer from the End Goal
Decide early:
• Do you want to IPO?
• Do you want to sell?
• Do you want to stay private?
Your equity structure should be built backwards from that vision. If you do not, You will face chaos later — like shareholders blocking an IPO because their interests do not align.
9. Use Tools Like SAFEs
• Valuing a company early is tricky. That is where a SAFE (Simple Agreement for Future Equity) comes in.
• Popularized by Y Combinator.
• Lets investors put in money now without fixing today’s valuation.
• Converts into equity at a discount in the future.
This avoids messy valuation debates, helps with tax, and makes raising funds easier.
Final Thought
Equity is not just about ownership. It is about vision, control, alignment, and survival. Get it wrong, and even the best businesses collapse. Get it right, and equity becomes the engine that powers growth, attracts investors, motivates employees, and secures your long-term success.
How to Exit and Sell Your Business
Selling your business is often the dream of many entrepreneurs. We have done it multiple times, in different ways, and we have learned that while every exit is unique, there are some universal truths and strategies that work. Here are the key lessons.
1. The Best Way to Sell Is Not Wanting to Sell
• Ironically, the most money we have ever received for a company was when we did not want to sell it.
• When you love what you have built and are not chasing an exit, You are in the strongest negotiating position.
• History shows this again and again—look at Mark Zuckerberg saying no to Yahoo’s $1B offer; today Meta is worth over $1T.
Lesson: Build a business you never want to sell, and people will want to buy it.
2. Exit Through Partnerships
• One of our exits happened through a strategic partnership.
• Our company partnered with another company on a project. Eventually, that company realized it made more sense to buy us outright.
• This worked because the relationship was built on collaboration first, not on pitching an exit.
Lesson: Build real partnerships. Sometimes they organically lead to acquisition.
3. Use Business Brokers or Agents
• There are agencies that specialize in selling businesses.
• The advantage: they save your time so you can focus on growing, not just selling.
• The risk: they all have their own agendas—fees, commissions, and sometimes questionable practices.
• Always do due diligence: check references, past clients, and contracts.
4. Mergers and Competitor Buyouts
Many businesses exit by merging with or selling to a competitor.
• At first this may feel strange—you have spent years fighting them. But It is often the easiest path to exit.
• However, competitors usually undervalue you, because they think they can already do what you do.
• For me, selling to PwC (a non-competitor) created far more value than selling to Ogilvy (a competitor).
Lesson: Sometimes selling outside your industry brings the biggest payday.
5. Management Buyouts
• Another exit we have done is selling to our own leadership team.
• Structured buyouts can happen gradually—through profit share, equity swaps, or staged payments.
• This keeps the company culture alive and rewards the people who helped build it.
• For me, letting the team buy Nest was deeply rewarding.
Final Advice: Do not Build Just to Sell
• Never start a business with the sole purpose of selling it.
• Investors see right through that, and worse—you may get stuck running something you do not even love.
• Instead, build a business with purpose—something that excites you, fulfills you, and solves real problems.
Ironically, That is the kind of business everyone else wants to buy.