I speak to dozens of business owners weekly. Most don't really know what their biggest challenge is, but they think they do.

Poor Cash Flow - We need more sales.

Business is slow - We need more sales.

Operating in the red - We need more sales.

There is always a pattern. Goals are too often about revenue, rarely about profit. More sales usually doesn't mean more profits if there are no profits to begin with.

My belief is that the most significant challenge for small to medium business owners is that they don't seek to learn the things that will help them grow a business and overcome economic cycles, pandemics, labor shortages and so on.

Surviving is not thriving. Thriving requires learning.

There are coaches like me everywhere who have the experience, the tools, the insight and the training to make a difference, but few business owners take advantage of us.

The greatest business people have coaches because they understand that they don't know what they don't know, and can't see what they can't see.

Summary: #1 Challenge is lack of knowledge