7 Very Common False Assumptions in Entrepreneurship

Jump to
1. That being profitable means having cash in the bank2. That the lowest price option usually wins3. That if you build it they will come4. That the highest quality product will win5. That the first to market wins6. You can’t do it if somebody else is already doing it7. That more hours winsHere are the key assumptions I believe deter potential entrepreneurs.
That being profitable means having cash in the bank
Seems obvious, but spending on inventory, waiting on accounts receivable, buying assets and some other spending suck up cash while not having anything to do with profits. Profits ≠ cash.
That the lowest price option usually wins
That’s just not often true. Price is the strongest marketing message there is, and high-value high-price options are often the best strategy for a startup. Having the lowest price doesn’t necessarily generate volume (think of discount sushi, for example) and usually takes a lot of capital.
That if you build it they will come
Actually, no. Not if they don’t know about it. Some really good products and services failed for lack of getting the word out. Meaning: marketing.
That the highest quality product will win
Yeah, I wish this were true. But there’s marketing, sales, distribution, and all the rest of the business. In my four decades in business I’ve seen many better products lose out to better marketing.
That the first to market wins
Nope. Rarely. Apple, Google, Facebook weren’t first. The winner is a combination of work, luck, strategy, resources, positioning, capital, and other factors.
You can’t do it if somebody else is already doing it
Actually, you can. See my point #5 above. Just do it differently, or better, or in a different market, or with a different strategy. Businesses are always copying other businesses.
That more hours wins
People who work 80 hours a week rarely get more than a few percentage points of additional production over those who work 40 hours a week. Work smarter, not harder. To generate productivity in a group, acknowledge that people have lives, families, and need for downtime, regular exercise, etc.
Related Articles

Noah Parsons
March 24, 2025
The 7 Wastes of Lean: How to Optimize your Business for Growth

LivePlan Team
January 29, 2025
The Hurdle Episode 1 | Is Growth Always Good?

Elon Glucklich
March 28, 2025
Small Business Grants and Funding Opportunities

Elon Glucklich
March 6, 2025