Great businesses are sustainable.

To be sustainable you must sell a product that is used.

Any product that is not used is not sustainable. Your customer may wake up one day and realise she is paying for something she doesn’t want and BOOM! you’re out of business.

Businesses that sell products that are not used are fragile.

Every entrepreneur that sells something that his customer doesn’t use knows this.

When he’s lying in bed at night, with only his thoughts for company, and no one to witness his fears, he’ll admit it to himself:

“I’m faking it. Someone will find out, and then I’ll be out of business.”

There is only one true path to sustainability.

Sell something that people use.