After years of interviewing founders with polished media kits and unknown ones, I’ve learned the two look nothing alike up close.

After years of interviewing business owners, developers, and the like, I’ve paid attention to their audience growth and polished media kits, which have been substantial. I’ve also interviewed and discussed business with founders who are still commonly unknown. 

What I noticed after talking with them is that the most well-known, strongest founders were not the loudest people in the room. It’s the details, the specific information they know about their audience, finances, marketing, operations, etc. What I enjoyed most about this experience was that they admitted they were still learning. 

Most people get this wrong. Building a successful business and appearing successful are two different animals. An online business can appear polished and grand but could be running on fumes and by the skin of its teeth. To help founders evaluate authenticity, I’ve identified four key questions that reveal whether they are building a truly sustainable and genuine business.

Founders who are serious about business know who pays them and why, which builds confidence in their strategy. They don’t rely on vague terms like “disruption” or “community” without specifics. A clear, detailed answer shows they understand their revenue sources and their purpose. 

Business founders need to understand the difference between an audience member and a customer. Audience members support the business from the outside without buying anything. Customers turn their trust in your product into action. In today’s world, likes seem to be the most relevant and surefire way to support a business.

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