Rags to riches stories fascinate us. We cheer incessantly for entrepreneurs who have beaten the odds, often giving them the stature of a renewed and risen phoenix. Rightly so, the transition from an aspiring entrepreneur to an established one is a challenging peregrination towards a hazy destination.

Amongst the plethora of value-generating activities a business undertakes to stay alive; maintaining cash flow, building a commendable product, keeping costs low, remaining wary of major societal and technological paradigms, the most fundamental challenge for early-stage companies is knowing that the customer exists and convincing the customer you exist. Neglecting the balance between these two essential conditions of success leads many companies towards an early demise.

The fear of failure silently triggers a deep contemplation amongst aspiring entrepreneurs, yet the hope that proclivity will eventually yield success keeps many committed towards their cause.