There's a moment in almost every deal where the number stops being the hard part, and the conversation everyone's avoiding begins. For founders who've built their business on trust, that moment can feel far too pointed. This blog looks at why the conversations that matter most are so often the ones we put off the longest - and what's actually going on underneath the delay.

After years of building businesses, growing teams, and sitting alongside founders as they navigate the messy middle between where they are and where they want to be, I find myself coming back to the same three areas again and again.

Why your sales might feel harder than they should (even when people are interested)

Why logical value isn’t always what moves a decision.