The Simplest Business Advice You’ll Ever Receive: Find ONE Paying Customer

In partnership with

In the whirlwind of entrepreneurship, it’s easy to get caught up in the details. You brainstorm branding, perfect your pitch deck, research competitors, and obsess over the latest tools and strategies. But sometimes, the most profound business advice comes in the simplest form.

A mentor once told me something that completely shifted my perspective:

This advice is a beacon of clarity for anyone starting or scaling a business. Let’s unpack what it really means.

Step 1: Find ONE Paying Customer—Proof of Concept

In the early days, your business idea is just that—an idea. To make it real, you need validation, and nothing validates better than someone paying for your product or service. Here’s why:

• It Proves Value: If someone is willing to exchange their hard-earned money for what you’re offering, you’re solving a real problem or meeting a genuine need.

• It Provides Feedback: Your first paying customer isn’t just a transaction; they’re your first case study. What did they like? What could be better? How did they find you? Their insights are invaluable for refining your offering.

• It Fuels Confidence: Landing your first customer is proof that your idea works in the real world. That confidence can carry you through the inevitable challenges ahead.

Step 2: Find 100 Paying Customers—Proof of Business

Once you have one paying customer, the next goal is 100. This leap transforms your idea into a legitimate business. Why?

• It Demonstrates Demand: If you can attract 100 customers, it’s clear there’s a market for your offering.

• It Validates Your Processes: From marketing to fulfillment, serving 100 customers forces you to refine and scale your operations.

• It Sets the Foundation: These first 100 customers become your community. They’re early adopters who can provide testimonials, referrals, and even help shape your future offerings.

The Beauty of Simplicity

This advice is a reminder not to overcomplicate things. You don’t need to start with a flashy website, a massive ad campaign, or a perfectly polished product. Here’s what you need to focus on instead:

1. Know Your Audience: Understand who your ideal customer is and where to find them.

2. Offer Value: Create something that genuinely solves a problem or fulfills a desire.

3. Take Action: Don’t wait for perfection. Start small, test your idea, and iterate as you go.

Why This Works

This approach works because it cuts through the noise. In a world obsessed with scaling fast, raising capital, and building the “next big thing,” this advice brings you back to basics: solve a problem, one customer at a time.

By focusing on one paying customer, you avoid the pitfalls of overthinking and analysis paralysis. You shift from planning to doing, from guessing to knowing.

Your Turn

Whether you’re launching a startup or exploring a side hustle, remember: the road to business success starts with one paying customer. Don’t get distracted by shiny tools or complex strategies. Find one person who sees the value in what you offer. Then find another. And another.

Before you know it, you’ll have proof of business—and a foundation to grow from.

So, what are you waiting for? Go find that first customer. That’s business.

Have you taken this advice to heart in your own entrepreneurial journey? Share your experiences in the comments below!

Save 13 Hours Weekly of Podcast Pitching with PodPitch.com

It's 2025. Want to finally be a regular podcast guest in your industry? PodPitch will make it happen. Even the beehiiv team uses it!

The best way to advertise isn't Meta or Google – it's appearing on dozens of podcasts that your customers already love.

You could write a few emails yourself to podcast hosts...

Or you could automate thousands of emails going out weekly, pitching your people as the PERFECT next podcast guest.

With PodPitch.com...

• Log in with your email

• Load your brand info

• Click "automate"

Emails pitching your team as the perfect next guest will start sending out automatically to podcast hosts.

Big brands like Feastables are already using it instead of expensive PR Agencies.

Get your FREE personalized demo!