a frustrating part of life is that “comfort is the enemy of growth.”

at some point, you plateau.  probably more than once – either in sales, energy or innovation.  even life.  everyone does.  you feel stuck and nothing seems to kick-­start growth again.

at least in revenue growth, it’s usually because of either:

  • you’ve tapped out your networks and relationships. 

  • you or your business doesn’t stand out, sounding like everyone else. 

  • you’re overly dependent on a single person for a key function such as bringing in 
leads, closing deals or engineering. 

  • the market or customer needs have changed, and changing the business feels
impossible or impractical.  you’ve hit a business model or market wall but aren’t sure what to do about it. 


sometimes a business breaks this plateau and ends up growing by hundreds of millions of dollars. and others struggle, unable to break their slump. what was the difference? 


in all of these cases, comfort is the problem. not as in “relaxed and happy.” comfort as in “doing what you’ve always done” – even really well or even when it hasn’t worked. comfort as in “what is familiar, known, or taken for granted”.

unfortunately, comfort is the enemy of growth. 


the irony is, what’s already worked best for you so far (what your familiar and comfortable with) can be the enemy of faster growth, because you become dependent, complacent or just too busy to keep up. 


the idea of tripling your prices, redoing your product, rebuilding a sales team, firing a revenue leader and taking six months to find someone new, going for 10x deals, creating a whole new way to generate leads, swapping out sales automation systems, writing a book in your non­existent spare time… these potentially game­-changing initiatives feel impossible to get to with so many other demands on your energy.  

a comfort-crushing event

even getting out of your office and to an event with other people sounds interesting…but just isn’t possible with all your other demands.  or is it?

if you’re in b2b, are you going to Jason Lemkin’s huge SaaStr Annual conference?

i tell anyone in b2b companies that I meet that they need to be at (or send people to), this event.   

i tell our Predictable Revenue/Carb.io team to convince all of our clients (esp. those not in Silicon Valley) to go.

and i’m telling you that someone from your company needs to go.

JUST GO.

why, what’ the big deal?

it’s not your same-old blah blah blah conference.  it’s THE center of the hyper-growth universe right now.  (while he’s my co-author on the new book, i’m not involved in the conference beyond showing up. though I wish I was, it’s a big deal )

4 Reasons To Attend The SaaStr Annual

  • speakers: you’ll meet or learn a lot from CEOs & C-Level sales / marketing / product execs of the world’s fastest growing b2b tech companies.    Plus VCs.  Plus partners.  Etc.
  • crowd: almost all b2b/SaaS revenue-related executives & entrepreneurs.  Thousands of them.   
  • busdev: If you do ANYTHING with tech startups (sell to, hire from, market to, learn from) – you’ll have prospects ever will be here in one place.  

+ the main reason…

  • THINK BIGGER: look, i’m the first person who will tell you that ‘we’re going to conquer the world’ noises sound cliché and lame.  but when you hear person after person after person talking about going big, fast – and they are doing it you or your people will leave thinking bigger.  or at least different.

if it’s your first time to, here’s how to get the most out of it, in two words:

JUST FRICKIN’ GO.

ok that was three words; so sue me.

get uncomfortable.  out of your rut.

send yourself.  send an exec.  send anyone.

buy the damn ticket on SaaStrAnnual.com or get a ticket free when you buy 50+ From Impossible To Inevitable books.

you’ll thank me later.

or you’ll hate me, because you’ll come back a) feeling overwhelmed with too many (useful) new ideas, or b) feeling inadequate after hearing so many hyper-growth stories of companies growing from zip to a zillion in record time.

those are problems…but they are better problems than staying stuck around “how do I get my people/execs to think bigger, rather than just doing business-as-usual…”

 thanks, 

-air

🙂

ps: Jason makes the conference fun… i won’t tell you what this is for, you’ll have to come and see for yourself…

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pps photo credit: www.JennHarringtonPhotography.com

 

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