The Discipline of Focus: From Idea Loop to Real Growth
After 20 years in branding, building and transforming brands, I thought I understood what it meant to bring an idea to life. But launching Be Better My Friend has taught me something deeper. My experience helped lay the foundation of our startup and secure a committed production partner, yet nothing prepared me for the grind of turning a concept into a profitable product that chefs love. Because in the world of startups, the gap between an idea and a successful product is massive.
Most startups fail to cross that gap. About 90% don’t make it, and of those, only 4% ever break the €1 million revenue mark. Why? Too often, people get caught in what I call the idea loop.
The idea loop goes like this: you start with an amazing idea that seems destined for success. But soon enough, reality hits. Phase 2 arrives, and suddenly, it’s hard. Pessimism sets in. By Phase 3, you’re frustrated and doubting everything. That’s when the real danger appears—a fresh, shiny new idea that feels easier, bigger, better. Many people jump ship here, moving from one untested idea to another. For those who stick it out with discipline and conviction, the light of Phase 4 appears. You become cautiously optimistic as things start to click, and eventually, you reach Phase 5—success.
Through it all, one principle stands strong: focus on selling, relentlessly. This lesson, drilled into me by our production partner, has become the core of my daily work.
After nearly three years, Be Better My Friend is finally entering Phase 4. We know our target customer, we know how to reach them, and our business model is turning a profit. These past two years of “poverty” taught us to focus intensely. With little to spare but time and grit, we spent only on what drove growth. Now, it’s time to scale.
This clarity transformed me. Be Better is no longer just work; it’s part of who I am. And now I see one truth clearly: selling is my #1 priority. I used to hate sales, used to lack the confidence, but not anymore. I’m fully in, not just for the results, but for the process. My days are devoted to activities that move the needle: engaging with prospects, generating leads, boosting traffic, improving conversions, and bringing in automation to streamline it all.
Here’s a challenge I encourage everyone to take on. We know the 80/20 rule: 80% of your results come from 20% of your actions. But what if you could identify the 4% of activities that generate 64% of your growth? Pinpoint those, then stop, delegate, outsource, or automate the rest. This laser focus doesn’t just accelerate growth—it reduces stress, brings more joy, and gives you time back.
If this post resonates, follow along, share it, and let me know your thoughts. I’m always eager to connect with others on the same journey.
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