While each day can be different, the fundamental elements of any business are the same—sales, marketing, operations, finance, people, etc. Establishing processes to deal with the common issues of a business seems like a waste of time to most entrepreneurs. Process is the fuel that energizes progress, yet many entrepreneurs view process as a dirty word reserved for General Electric and Six Sigma classes.

“To have no limits on what markets to chase would be a good problem to have.” 

When we become entrepreneurs, we are creating something we believe in. You hear many of us say, “There are so many customers that need our product or service.” In fact, sometimes we say, “I don’t know of anyone who wouldn’t want our product.” While this may be partly our excitement talking, or maybe just the influence of our pressure, passion pleasure or pain, it is also a dangerous path. Don’t get me wrong. Your market, product or service may be new or different.

As entrepreneurs, we chase revenue wherever we can find it, often without fully considering whether we are winning the customer base we really want or whether we are taking time away from the customers we should be chasing. At IncentOne, one day it was health plans, the next it was employers, the next it was distribution channels. In the beginning, you are willing to talk to anyone about your service because you are looking for positive feedback and validation. I am sure that when I took an Amtrak train to Boston, I tried to sell my health reward solution to the Amtrak employee that ran the concession stand. We have this desire to go after any customer that shows interest—even if the customer is highly unlikely to need or want your solution. “We can go everywhere. We will go anywhere.” This is often the revenue strategy of the entrepreneur. Your perspective is, money is money, and we need more money.

It is natural to chase revenue. It is also natural to believe that everyone wants your product or service. But this isn’t as harmless as it sounds.