The Tipping Point Problem

Most founders start with solving a problem they consider substantial. However, it is the customer that determines if it’s big enough.

The tipping point is if it’s big enough where people will buy today.

Not tomorrow, not next week… today. Why? Because that is what happens when you solve the big problem.

Anything less and you are not solving their big problem.

‼️Generally, these big problems put people, companies, futures, and livelihoods in danger.

That’s a good place to look. But, have a conversation before asking about it. Surface problems are not big problems and that is all you're going to get before establishing trust.

Consider, “When was the last time you opened up to a car salesman?”

Who do you open up to? Spouse, pastor, therapist, teachers, and others you trust and respect.

💊The best salespeople act as therapists. They lean in, focus on empathy, and seek to help. Their product is the prescription.

But, most people don’t tell a therapist everything on the first visit. They share some part of the pain. The part they are most comfortable with sharing. It’s the therapist’s job to dig for the rest.

Most founders start to pitch the moment they learn of the pain. But, a therapist does not. They don’t give advice until carefully listening to the patient. Asking questions to clarify. Seeking the real problem.

Too early and the pain is never resolved. Too early and the problem is never found. Because the moment you pitch, the therapy session stops. Sometimes for good.

Instead, learn to ask the right questions. Questions ordered by how reluctant someone would be to answer. The first are conversational, the middle ones uncover issues, and the last few dig deeper.

Focus on tonality. Therapists use a range of tones to invoke emotion. Softer ones to show empathy, higher pitched to show surprise, and louder ones to signify excitement.

That means practice. Founders that grow fast put in the work to make strong demos. They don’t wing it. They get it down, memorize, and constantly improve.

Sales for Founders

Cohort One begins May 11, 2026. Just reply to this email for an application.