Will You Stand at a Booth for Your Business?

As an entrepreneur who took the leap from the corporate world to running a small business (twice now), I've often been asked, "Why did you make the leap, and how did you do it?"

Reflecting on this question, I couldn't help but think back to a conversation I had with my dear and talented friend, Sue MacDonald . She was contemplating buying a business, and I found myself posing a simple yet profound question: "Would you stand at a booth all day for this business?" It was a question born out of the mundane reality of entrepreneurship, and yet, it encapsulates so much of what it means to take that leap from the familiar comforts of the corporate world into the unpredictable terrain of running your own business. This metaphor (also a reality) has four key points:

1. Sweating the Small Stuff

When you are at a booth, every detail matters. From the color of the sign to the number of pencils, and even asking questions like, "Do we have tape?" or "Can we park near the elevator?"—it all matters. It's about paying attention to the small things that contribute to the overall success of your business. Just like in entrepreneurship, it's the little details that can make or break your venture. An incredible entrepreneur and mentor Victoria Sopik once told me that the 'big picture thinking only' CEO is a myth. She advised me that I would need to be detail-obsessed. It's absolutely true.

2. Heavy Lifting

When you are at a booth, you often find yourself lifting heavy boxes and moving cumbersome equipment. It's physically demanding and requires strength and determination. Seriously - all those boxes need to be moved by someone. Similarly, entrepreneurship entails a lot of heavy lifting—both mentally and emotionally, and sometimes even physically. It's about shouldering the weight of your dreams and persevering through challenges, no matter how daunting they may seem. I've had numerous insightful conversations with peers on this topic. Tonia Jahshan Hatem Jahshan Andrew Tai Yvonne Chan Gary Serra are just a few fellow owners and CEOs with whom I've discussed the notion that when you're in the crucible, you're all in! There is one escape hatch and its called failure.

3. Customer Engagement

When you're at a booth, you're not just selling a product or service; you're forging real human connections. It's rare to move someone over an email, especially in the service business. That face-to-face interaction, that personal touch—it's what sets your business apart. And if you're truly engaged in the conversation, you might even find yourself losing your voice from passionately pitching your offerings (it happens!).

In entrepreneurship, customer engagement through sales is the lifeblood of your venture. It's about more than just convincing others to buy into your vision—it's a litmus test of your business's viability. Ultimately, every business must deliver tangible value to its customers, a concept known as product-market fit in business jargon. Engaging directly in sales helps validate whether your offering truly addresses a need and warrants payment.

Here's the catch: while delegating tasks is essential for operational efficiency, sales is an arena where the CEO must lead (no one can convince me otherwise). Even if you excel in other areas like operations or finance, a successful CEO must possess a keen understanding of customer engagement and sales dynamics and actively embody the values of the business in every interaction. Ariel Mashiyev , an exceptional founder, has consistently inspired me to prioritize customer engagement through sales strategy above all else.

4. Passion

When you are at a booth, rain or shine, you stand there because you believe that what you are doing can matter to someone. It's that same passion that drives you in entrepreneurship. It's what fuels your creativity, inspires your innovation, and keeps you going when the going gets tough. Because when you're passionate about what you do, every obstacle becomes an opportunity, and every setback becomes a stepping stone. Sam Abboud once told me that I have to be madly in love with my business. I remember these words often (although sometimes my business and I have a lovers quarrel).

So, to all my seasoned peers contemplating entrepreneurship: Dive into the chaos, pursue those dreams, but first, ask yourself - will you stand at a booth for this business? While your physical presence may not always be necessary, nurturing the spirit of being there is crucial. Without this mindset, you risk losing the heart and soul of what makes your venture special (or failing).