When I think of “finding the truth”, personally I think of “nobody gives you money for the reasons you think they do.”
For example, you think they buy from you because of x (a quality product at a good price), when in fact it’s y (the fact that your team has a really nice, gentle manner about them) that makes the sale in reality. Or you think they come to your place for the food, when in fact they come to meet women.
It’s too easy to delude ourselves about the reasons why we are or will be successful.
But the truth is never what we think it is at first, and it’s our job as entrepreneurs to find out.
That’s when real success starts to happen…