People get into eCommerce and product because they think it’ll be easy.

Sell 100 of $50 products, make $5000.

Sell 1000 of $50 products, make $50,000.

Sell 10,000 of $50 products, make $500,000.

And on paper, the maths is simple, right?

There is no denything that.

But the reality of making that happen is completely different.

Taking a product business from 0 to 10,000 customers is no easy feat. Putting a 12-18 month timeline on it makes it even more difficult, particularly if you’ve never done it before.

It’s particularly difficult if your background isn’t “building businesses”, but “listening to the man and doing what you’re told”. Even high-level executive women, who are bosses in their own right, have problems unraveling the mindset of being an employee.

A lot of my very successful clients have had this problem too.

Unfortunately, it’s literally one of the most important things for you to do if you actually want a successful product business.

But so few people even notice it or care about it. The number of sales calls that I’ve had this year with people who believe that paid advertising is MORE important than how they operate as a CEO is ridiculous.

Nothing – I repeat NOTHING – is more important.

If you have difficulty establishing boundaries, if you can’t say no because you’re scared someone won’t like you, if you are dishonest because you fail to communicate out of fear and if you avoid sales, you are literally costing your product business hundreds of thousands of dollars.

One particular sales call comes to mind with a lady who struggled with exactly this.

And although this lady was super smart, had built an awesome career for herself and was now turning her hand to eCommerce, she was also single-handedly holding the handbrake on her business’ growth.

Out of fear, out of avoidance, out of dishonesty, out of unestablished boundaries.

And hey, I get it.

I have been there.

I fucked up my first company so badly on the sales and CEO-front that I swore I’d never do it again. I know exactly what it’s like to be in your shoes. No judgement here.

But…

You only have two options if you’re actually serious about growing your eCommerce business.

Do you want to be right, or do you want to be rich?

That’s what’s at stake here.

Those are your options as the CEO of your company.

Because if you want to be right – that’s okay with me. But what it will mean is you have to stay on the step you’re currently on in your journey and your progress will be tiny or non-existant.

Proactively ignoring advice from someone who has done what you want to do is a step back (and down) in your business journey.

And that’s okay if that’s your choice.

But there’s another option. Another way. And another method.

It will require humility, grit and strength beyond anything that’s been asked of you previously.

And the outcome will be success, however you define it. Rich doesn’t have to mean money, although it’s important.

So, what’s your choice?

Are you going to step down, or step up?