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Your job is to pretend the future is certain

  • By Alan Knott-Craig
  • January 24, 2020

You know there’s no money in the bank.

You know you’re weeks away from bankruptcy.

You know you can’t guarantee payroll.

You know you can’t guarantee the goods will be delivered.

It’s scary. It keeps you awake at night.

Just make sure you keep your fears to yourself.

Your job is to pretend the future is certain.

Investors, customers, staff, everyone wants a future without uncertainty.

Most people can’t handle knowing of all the risks.

So don’t tell them.

If you can’t pretend, you can’t be an entrepreneur.