2. Focus on Sales when you are at the beginning with your business, or when you launch a new product or open a new location. ‘Sales’ is split into two parts:

(i) selling your product or service;
(ii) selling your idea.

Selling your idea to current employees, potential employees, partners, suppliers, banks and any other person that is necessary to run the business smoothly is equally important as selling your product. You cannot create a business on your own. To achieve your objectives, you need people around you. And those people don’t join just because you think they should. It is tempting to believe they see and understand as you do, but they don’t. You have to give them reasons to opt in, just as you give reasons to your customers to buy your product.

During this stage, you have only a Scope. You know where you want to get to, but it is still vague. You need the market reaction and partners’ feedback in order to ensure you have the right product, the right offering, both for your customers and for your partners