Bridging the Startup Sales Gap Entrepreneurs are problem solvers, and what most have in common is an ability to create a solution for a market void or inefficiency. Yet, like the allure of a desert mirage, entrepreneurs can become so fixated on the problem they solve and that they lose touch with the reality that will ultimately ensure their business survival. The entrepreneur’s mirage is the belief that creating the perfect solution is the key to success. Consequently, entrepreneurs tend to get stuck in solution mode where they spend exhaustive amounts of time and capital attempting to create the perfect solution. And when they launch with marginal success, they reiterate the solution or abandoned it altogether. Sound familiar? ADDRESSING THE CAUSES OF FAILURE Most startup disasters are caused by a failure to connect with the customer! The commonly acknowledged startup killers - premature scaling, running out of capital, and a lack of market interest - all have a root in broken sales strategy. Not surprisingly, these issues correlate to this mirage we spoke of and validate our belief that most entrepreneurs are focused on the wrong things. All of these issues are directly correlated to an absence of sales traction.