June 2025

If you are shopping for a pair of new running shoes, how long does it typically take you to make a decision? If you’re picky, the process could take months. No matter which industry you operate in, sales cycles have the potential to take longer than they should.

While factors do include picky shoppers (even I have been known to look far and wide for the perfect dress), certain marketing tactics can still persuade the most challenging prospects.

A recent survey reported that 74% of businesses say sales cycles are getting longer. That translates to spending more resources (time and money) to generate flatlined results.

In running my own business, PostcardMania, I’ve faced this and much more, yet kept our growth on an upward trajectory. In fact, last year set a new revenue record for us at $119 million, and we’ve grown 239% faster in the last five years than we did in the previous decade, averaging 17% annual revenue growth now versus 5% then.

Here’s a breakdown of the road-tested marketing tactics that have helped me accelerate our growth and shorten the sales cycle.

Related: How to Shorten Your Sales Cycle and Convert More Leads

Step 1: Expand the top of the funnel by increasing leads without spending more — this is how I lowered my average cost per lead

About 28% of businesses say generating leads is a challenge. My top strategy is simple: Don’t stop marketing, and remain consistent.

When the pandemic hit in 2020, many companies decided to cut back on their marketing budget, but I held fast.

My decision to continue marketing consistently throughout the pandemic resulted in a 9.24% increase in leads — an additional 186 leads a week — without any increased costs or doing anything differently. After all was said and done, PostcardMania’s annual revenue was up 10% that year despite the chaos.

But for those who cut back on their marketing, research shows they likely suffered.

A recent study examined the long-term effects when two large brands under financial pressure cut back on advertising. One cut their marketing spend by 27% and the other by 65%. In the first quarter following the cuts, the first company saw revenue drop 66%, and the other was down 51%.

This study just goes to demonstrate something I’ve been saying for decades: You need to market consistently, week in and week out, if you want to grow your business.

It doesn’t matter which marketing channel you choose. Just make sure you’re tracking your marketing and responses so that you can attribute your new customers and sales accurately to know what’s working and what isn’t.

Once you know what works for your business, do more of it! And if you can, put it on autopilot.

One of my clients, a real estate investor, implemented a direct mail automation that automatically sent postcards to people who visited his website for more than 30 seconds without converting. After mailing just over 100 of these mailers, he closed two new sales worth $70,000.

Since these automated campaigns run daily, this means you could have new leads every single day. This would compound over time and eventually generate a whole new list of new customers for you.

Related: How I Built a Sales Funnel That Generates Over $80 Million

Step 2: Review your lead follow-up funnel and consider creating a better balance of online and offline communications

Following up with prospects is just as important as generating new leads. In my experience, the right balance of online and offline communications helps move leads down the sales funnel to purchase.

And the research backs me up here — studies show that integrated direct mail and digital campaigns elicit 39% more attention than single-media digital campaigns. In fact, nearly 2 out of 3 consumers (60%) say they are extremely or very likely to respond to advertising they see across multiple channels.

Follow-ups are like reminders, and you need to send out a lot of them to provoke action. Ideally, these reminders happen simultaneously in order to keep your brand top of mind. So if you are mailing postcards weekly, you should also be running online ads on Instagram, Facebook and Google, as well as SMS messages and email.

These channels all work together to bring prospects back to your website or pick up the phone to make a purchase. Professional marketers are in lockstep on this: 91% believe integrating direct mail and digital has a positive impact on campaign performance.

At PostcardMania, we continue to mail postcards every single week, but we also prioritize pay-per-click ads, remarketing, video-based ads on social media and daily email blasts. All of these methods together have helped us continually increase our revenue year over year.

Related: How to Boost Your Business With Direct Mail Automation and Retargeting — a Detailed Beginner’s Guide

Step 3: Explore other marketing channels to replace some of your email touchpoints

You are generating leads with consistent marketing, executing online and offline follow-up, but what if your marketing messages aren’t even being seen or opened? This phase of the sales funnel can last for some time before a prospect makes a final purchase.

Email is a top method of communication for businesses, yet emails have a low open rate of 37% — and it could get even worse as more consumers are ignoring emails or mass deleting them. I know I do! One study showed that emails and text messages were the top two most irritating channels when it comes to being bombarded with marketing.

About 33% of businesses struggle with declining open rates, but they can be improved by launching the right marketing campaigns

Instead of focusing on what is standard, focus on what works. The main marketing strategy I’ve used to draw prospects in has been direct mail, and that has never changed for the past 27 years.

I’ve built my business from the ground up with zero capital, primarily based on direct mail marketing, and today we make over $100 million in annual revenue. We started out mailing 1,000 postcards a week advertising our services, and now we mail over 230,000 a week.

The facts also don’t lie; research confirms that direct mail has a much higher open rate of 90%. A business can also get around open rates altogether with postcards, catalogs or brochures since the recipient sees the message and images immediately. This gives your business a better chance of making a lasting impression.

Another direct mail advantage: less competition in the mailbox versus the inbox. Personally, I dislike fielding hundreds of emails every day. The USPS reports the average household receives 7,750% more emails than mail pieces per day — an average of two direct mail advertisements as opposed to 157 emails a day.

All of these methods together have helped us continually increase our revenue year over year. I’ve tackled my challenges head-on with these marketing methods, and I know with effort, you’ll do the same.

If you’re running a business in 2025, you’re probably juggling more than ever with marketing, operations, customer service, finances and maybe even a rental property on the side. And while hustle culture once glamorized this all-in approach, the truth is clearer now: Doing everything yourself isn’t sustainable, but rather a growth killer.

A 2022 survey by Capital One found that 42% of small business owners had felt burned out in just the past month, and that’s no surprise, as juggling too many roles was one of the biggest reasons why. These days, time, above money, is the most valuable asset an entrepreneur has.

Smart outsourcing helps you reclaim your focus and protect your energy for the work that truly moves your business forward. The key is knowing what to delegate and when. Here are five strategic areas where handing things off can free up your time and support real growth.

Related: Your Time is Money, Start Saving It By Outsourcing

Task #1: Property management for passive income properties

Entrepreneurs love the idea of passive income, but rental properties rarely live up to that promise when you’re managing them yourself. Between screening tenants, handling 3 a.m. plumbing calls, tracking down late rent and coordinating repairs, what seemed like a smart side investment can quickly turn into a second full-time job.

Even if you own just one or two units, the distractions add up. The good news? You don’t have to do it all. Delegating tenant screening, rent collection, maintenance coordination, and compliance paperwork can restore that “passive” quality you were aiming for in the first place.

However, not all property managers are created equal. These questions to ask a property management company will help ensure you hire someone who protects your time and your assets. A good manager brings local expertise, vetted contractor networks and a system for handling issues before they become expensive. You’re not just paying for convenience, you’re investing in stability and peace of mind.

Task #2: Bookkeeping and financial reporting

It’s easy to put off bookkeeping. Many founders tell themselves they’ll get to it next week, then next month, and before they know it, they’re sorting through a pile of receipts under pressure. The problem isn’t just about missing paperwork. When your finances are out of date, every decision becomes harder. Clean books make your business easier to run. Unorganized ones quietly hold everything back.

You don’t need a full-time CFO. A lightweight setup using Quickbooks or Xero, paired with a part-time bookkeeper or outsourced accountant, can make a big difference.

They’ll help you stay ahead of taxes, track profitability and keep your margins from slipping. If you’re planning to raise funding or bring on a partner, clean books are non-negotiable.

Task #3: Customer support

You can’t grow a business if you’re glued to your inbox. Still, one support email turns into five, and suddenly, your morning is gone. Customer support is one of the first things you should consider handing off. Whether it’s outsourced chat support, a virtual assistant or a call service, plenty of options can scale with you.

What matters most is that whoever handles it understands your business. Customers don’t need perfection, but they do need to feel like someone’s listening.

Companies that take customer experience seriously tend to see real results. One study found that businesses focused on customer service grew revenue 41% faster than those that weren’t.

Related: What Not to Do When Outsourcing

Task #4: Content creation and marketing

Writing your own content can seem manageable until a quick blog post turns into hours of edits and second-guessing. Most entrepreneurs don’t have the time or headspace to do content well. Writing blog posts, SEO copy, newsletters and LinkedIn updates is one of the easiest things to outsource once you know what you need.

That said, handing it off blindly doesn’t work. Before bringing someone on, get clear on your voice, your audience and your goals. Once you’re aligned, hire someone who gets it. Even a few good pieces of content each month can go a long way in keeping your business visible and credible.

Task #5: Admin and scheduling

Founders spend more time on admin than they realize. These small tasks don’t just eat up time; they interrupt focus. Virtual assistant (VA) support is one of the most straightforward ways to reclaim that time. Whether it’s managing your inbox or rebooking travel, a reliable assistant can quietly remove hours from your week.

VA services are more flexible than ever. Some founders prefer U.S.-based assistants for time zone alignment; others choose offshore teams for affordability. There’s no right answer, just what fits your workflow.

Start with a clear handoff. Delegate recurring tasks like scheduling, inbox triage and travel logistics.

How to outsource the right way: 3 rules to follow

Outsourcing only works when it’s done with intention. Before you delegate anything, it’s worth thinking through what should stay in-house, and what really needs to go. This guide can help weigh those decisions based on your goals, team size and growth stage.

• Vet like you’re hiring: Treat each potential partner like a new hire. Skill matters, but so does attitude and communication style.
• Be clear on expectations: Define scope, timelines and deliverables. Ambiguity creates tension; structure builds trust.
• Keep the vision: Delegate the how, but keep the why. Your vision sets your business apart.

Related: 7 Ways to Make Outsourcing a Success Time After Time

Buy back your time

The most successful entrepreneurs don’t just manage their time, they protect it. Outsourcing lets you focus on what only you can do: product, vision, leadership. Everything else? Simply hand it off.

Ecommerce entrepreneurship is rarely about getting rich overnight.

Many who try this seek solutions to their everyday problems — high cost of living, burnout from their 9-to-5, family needs or simply more independence. With each passing day, ecommerce is becoming more and more the best solution to overcome these challenges.

Digging deeper, we conducted an email survey asking Sellvia store owners why they decided to start an online business. What really surprised us was the number of people who decided to participate in our study.

Many of these replies were truly heartwarming, touching and in some cases, even eye-opening. This highlights the importance and impact that ecommerce can have on the lives of regular people.

So, here are the seven most common challenges ecommerce helped solve, according to our survey respondents.

1. Finding financial stability

More than 64% of our surveyed respondents claimed that they started their ecommerce business for the simple reason that traditional employment wasn’t enough. For some, one paycheck fell short; others were limited by their health, age or they simply didn’t have any better options.

Ecommerce offered them something that nothing else could — a way to earn without needing any special skills, experience or big investments.

Many people who responded had similar backgrounds: juggling multiple jobs, living paycheck to paycheck, trapped in an endless cycle. Having the ability to start an online business from the comfort of their own home gave them hope and, more importantly, a feeling of fulfillment and self-empowerment.

For many, it was a reliable path to restoring their financial situation.

Related: Selling as a Founder Is Brutal — It Was Also the Reason We Reached $400M in Revenue

2. Finding time for family

About 38% of our surveyed respondents reported that they turned to ecommerce to find more time to spend with their families. Traditional 9-to-5 job schedules practically excluded them from being involved in the lives of their children. This is especially true for single-parent households.

Launching an online store that can be built and managed on your own terms allowed them to finally enjoy time with their families, while having an income source that worked seamlessly in the background.

For many, it was about convenience and about being present. Present for the most important moments that you couldn’t experience otherwise.

We heard from happy parents who were able to see those school plays, be home for dinner or care for their family members without worrying about losing income. This feeling of freedom gave them the emotional comfort they had long missed.

3. Leaving unpleasant working environments

Approximately 22% said that starting an ecommerce store helped them escape workplaces where they felt stuck, undervalued and simply unfulfilled. They were tired of low paychecks and the sense of life just passing by them.

In ecommerce, they found that they could make their own choices, become their own boss and finally create something of their own. Some highlighted that their whole mindset changed – they went from fearing Mondays to feeling excited about managing and updating their stores.

Related: Yes, I Was a Toxic Boss. Here’s How I Turned It Around

4. Turning hobbies into income

Almost 37% indicated that their main motivation was to pursue their passion. Whether it was fashion, sports or gadgets, ecommerce was the best way to monetize what they already loved.

In most cases, they referenced their stores as an “extension of self” — a reflection of their values, beliefs, and ideas.

The personal connection with their hobbies helped them create the best possible experience. That meant better branding, creative advertising, and much more meaningful customer relationships.

5. Getting ready for retirement

For around 20% of respondents, it wasn’t at all about building an empire or a full-blown business — it was about having a reliable income later in life. One that was flexible, didn’t require much time or huge investments.

Some retirees shared that the rise of inflation, fixed incomes and the desire to stay mentally active pushed them into the world of online businesses. Others said that they did not wish to rely solely on pensions or savings. Ecommerce gave them a way to create a steady and reliable income, all without clocking into a job or having to push themselves physically.

Related: The New Way to Retire: Start a Digital Business

6. Giving back to their communities

Almost 13% stated that ecommerce helped them create a way to support their communities. Some people focused on promoting artists and cultural representation. Others donated portions of their profits to causes they cared about, for example, youth mentorship or educational scholarships.

This idea of a “profit with a purpose” reappeared time and time again. For these ecommerce entrepreneurs, profit alone did not measure success – it was about the impact they could make.

Not only are purpose-driven businesses good for your inner well-being, but they tend to perform well too.

7. Pivoting following career failures

Roughly 19% of survey takers had gone through layoffs, having to retire early, or a declining demand for their profession.

That’s why they turned to ecommerce as a way to create their own path to financial stability.

There was a common trend among those in midlife – many spent years pursuing careers that eventually offered no long-term stability or growth. Whether it was due to automation, outsourcing or driven by age, their experience and expertise were no longer valued.

Ecommerce gave them a way to work and earn on their own terms.

The bottom line

What stood out most to us was that our study showed there wasn’t a great need for huge profits or online fame. It was the desire for freedom — the freedom to work without burning out, to be close to your loved ones, to have a steady and reliable income and to build a financially secure future on one’s own terms.

Ecommerce isn’t the magical answer to everything. But it can be one of the most practical, flexible and readily available solutions out there.

And for many, it all started with a single online store.

Over the past decade at Improbable and now with Somnia, I have worked on solving some of the hardest problems in the new digital age. We’ve learned a great deal from powering massively multiplayer video games, immersive virtual events and defense simulations so sophisticated they got me sanctioned by Russia…

But in the process of building tools for virtual worlds, we discovered something far more foundational: The infrastructure we needed for the metaverse turned out to be exactly what businesses need to operate in the AI era.

Like many, we expected that the surge of interest in the “metaverse” in 2021 would be a tipping point. After all, we’d been working on persistent virtual spaces since 2012. But the deeper we got into the problem, the more we realized the infrastructure wasn’t ready. Virtual worlds that allowed thousands of people to move freely across different platforms with their identity and assets intact simply weren’t feasible with existing systems.

Blockchain, on paper, offered the right ingredients: user ownership, decentralized control and the ability for different developers to build on shared standards. However, when we tried to use it for real-time interaction, it collapsed under the weight. These systems were too slow, too expensive and entirely unsuited to applications that needed responsiveness.

Imagine trying to run a Zoom call where every frame of video had to be verified by thousands of computers before it could appear on screen. That’s what we were dealing with.

Eventually, we faced a choice. Either continue building applications on infrastructure that couldn’t support them — or build the infrastructure ourselves. What we ended up creating, Somnia, started as a necessity for gaming. But it has become a blueprint for how business will operate in a future shaped by artificial intelligence, digital identity and real-time interaction.

Related: Is Metaverse the Future for Business?

The new demands of digital business

Three trends are colliding to reshape how modern organizations operate. First, AI is no longer just a chatbot; it’s an actor. Agents powered by large language models are starting to participate in digital ecosystems. In our testing, we’ve seen AI agents generate thousands of transactions per second simply through their interactions with each other and with users.

Second, digital ownership is shifting from a niche crypto concern to a mainstream expectation. People increasingly want control over their digital identities, possessions and reputations — and they want these assets to persist and travel with them.

Third, businesses are shifting from transaction-focused to relationship-focused models, where continuous engagement in digital environments drives loyalty and growth.

The infrastructure to support this convergence didn’t exist. So we built a system that could process over one million transactions per second, about 20,000 times faster than traditional blockchain systems. To put this in business terms: Imagine the difference between a corner store that can serve 50 customers a day and a Walmart Supercenter that can serve 50,000.

Beyond gaming: Business applications and cultural impact

This leap in performance has implications that go far beyond gaming and drive real business outcomes. Retailers can track inventory changes across thousands of stores in real-time for a fraction of a penny per update. Manufacturers can build secure, verifiable supply chains that don’t compromise speed. Financial institutions can process compliance checks, document verification and settlements with both transparency and efficiency.

But the bigger shift is cultural. As AI begins to automate routine tasks, we are entering what I call the “Fulfilment Economy,” as mentioned in my book Virtual Society: The Metaverse and the New Frontiers of Human Experience. This is not just about productivity. It is about meaning. People are looking for purpose, community and creativity in the digital environments where they now spend increasing portions of their lives.

AI helps by saving time and taking on the burden of process, allowing us to focus our energy on more valuable activities. These environments go beyond entertainment. They are places of work, collaboration, identity and economic activity. In many cases, AI agents will participate alongside us.

For businesses, this presents a strategic shift. When your users don’t just consume your products but contribute to and build on your platform, your role changes. You’re no longer just a provider; you’re a host. Your brand becomes part of an ecosystem — one that thrives on participation, portability and interaction. Supporting this shift requires infrastructure that can scale in real time, preserve ownership across environments and connect disparate platforms into a single seamless experience.

Related: The Future of Business in the Age of Technology

What comes next

Most business leaders aren’t thinking about blockchains, consensus algorithms or transaction throughput — and they shouldn’t have to. What matters is whether your company is ready for a world where intelligent agents transact alongside humans, where users carry persistent digital identities between services and where engagement happens in real time, not just during scheduled interactions.

The hype cycle around the metaverse may have passed, but the vision of shared, persistent, intelligent digital environments is more relevant than ever. What started as a solution for virtual worlds is now becoming the foundation for how businesses will deliver value in an interconnected, AI-driven future.

For years, leadership development has focused on hard skills like operations, finance and technical know-how. But today, there’s growing recognition that soft skills — especially emotional intelligence (EQ) — are just as vital, if not more so. EQ isn’t just about being “nice” or managing conflict — it’s about cultivating trust, improving communication and building resilient, high-performing teams.

In a fast-changing workplace where expectations are rising and retention is a top priority, EQ has become a business imperative.

Self-awareness beats spreadsheets

Emotional intelligence starts with self-awareness. Leaders who understand their own emotions are better equipped to manage stress, give feedback and respond thoughtfully in challenging moments. And yet, many overestimate their emotional awareness. In a survey of more than 1,000 professionals, 20.6% of men and 17.1% of women believed they were more emotionally intelligent than their behavior suggested. That gap matters because blind spots in leadership often become pressure points across an organization.

Building EQ involves engaging both verbal and nonverbal communication skills. This means not only listening and adapting but also reading emotional cues, responding empathetically, and modeling openness. It’s less about control and more about connection.

Related: Stop Losing Your Best Employees with These 3 Retention Strategies

Don’t just know it — practice it

It’s not enough to understand EQ in theory. Like any business skill, it takes action to develop.

Leaders can strengthen their emotional intelligence by:

• Participating in coaching or mentoring programs
• Joining leadership development cohorts that include peer feedback
• Having real, honest conversations with employees about emotional wellbeing

The most effective organizations embed EQ into their culture, starting with hiring. When emotional intelligence becomes a hiring lens, companies reduce mis-hires and build more cohesive teams. Ask candidates how they navigate disagreements, respond to constructive feedback, or bounce back from failure. Their answers reveal more than technical skills ever could.

Emotional intelligence isn’t optional at the top

Leadership isn’t just about setting strategy — it’s about setting the tone. Executives who lack EQ often struggle to inspire trust or connect across teams. They may deliver results in the short term but fail to build sustainable momentum.

In contrast, emotionally intelligent leaders:

• Attract and retain top talent
• Understand team dynamics and resolve conflicts early
• Foster a culture of psychological safety and high performance

These leaders also lead by example. When executives participate in team trainings or feedback sessions, it sends a powerful message: growth is for everyone, not just junior staff.

Related: How to Create a Winning Employee Retention Strategy

Empathy is the new currency of culture

Today’s workforce expects more from leadership: more empathy, more flexibility and more humanity. They don’t just want a job — they want to feel seen, valued and supported.

When companies prioritize EQ, employees respond with higher engagement, better communication and deeper loyalty. That’s not just good for morale — it’s good for business.

The result? A workplace where people thrive, performance improves and culture becomes a competitive advantage.

EQ is the edge

Emotional intelligence isn’t a bonus trait — it’s a leadership essential. Developing it takes intention, but the return on investment is exponential. Stronger teams. Smarter hiring. Greater retention. Better results.

When EQ becomes the standard rather than the exception, everybody wins.

More than 1.2 billion people worldwide use Microsoft Office, according to data from World Metrics. Some of these programs have been around since 1989, so they clearly have staying power. And now you can join this large pool of happy users for just $54.97 with The Ultimate Microsoft Office Professional 2021 for Windows: Lifetime License and Windows 11 Pro Bundle, on sale through July 20.

Outfit your PC with Microsoft Office and Windows 11 for just $55

Whether it’s your first time using the Microsoft Office suite of apps, or it’s been a few years (or decades) since you took advantage of their power, now’s the time to outfit your computer with Microsoft Office Professional 2021. Not only will you receive eight helpful tools, but you’ll also get a license for the latest operating system, Windows 11 Pro.

Boost your productivity with Microsoft Office essentials: Word, Excel, Outlook, PowerPoint, OneNote, Teams, Publisher, and Access. Don’t let the 2021 label fool you — this version includes three more apps than the 2024 release. It also lets you work on familiar interfaces, without having to deal with AI integrations.

Once you’ve explored all the new apps, you can enjoy a new operating system with this Windows 11 Pro license. It was made with the modern professional in mind, so it’s great for entrepreneurs. It also offers improved cybersecurity and DirectX 12 Ultimate, which improves your gaming experience.

Give your old PC a new lease on life with The Ultimate Microsoft Office Professional 2021 for Windows: Lifetime License and Windows 11 Pro Bundle, now just $54.97 (reg. $418.99) through July 20.

StackSocial prices subject to change.

A few weeks ago, Tanner Graham, co-founder and CEO of creative brand agency General Idea, noticed a glaring development while attending a Pride parade in small-town Pennsylvania: Major corporations that would typically march, from blue-chip banks to insurance, pharmaceutical companies and beyond, were absent.

^{Image Credit: Courtesy of General Idea. Tanner Graham.}

 ”It was definitely a very different tone this year,” Graham tells Entrepreneur. “Those Fortune 500 companies that in the past few years have strongly expressed their support for LGBTQ+ initiatives and showed a clear support of Pride initiatives have retracted [that support].”

Related: Here are 4 Proven Strategies to Champion LGBTQIA+ Beyond Pride, All Year Long

Instead, Graham witnessed small and local businesses step in to march and maintain the momentum established in years past.

“It creates a real, new opportunity this year, and probably for the next several years.”

Since the 2018 founding of their full-service, luxury beauty and fashion-focused agency, Graham and General Idea co-founders Ian Schatzberg and Semjon Doenhoff have always centered diversity, equity and inclusion. The five leaders that make up General Idea’s C-suite all identify as LGBTQ+.

Graham sees large companies’ decrease in support for Pride and LGBTQ+ initiatives as a chance for small businesses to increase their own efforts.

“There’s a real opportunity to be leaders,” Graham explains, “because as the bigger companies and especially the publicly traded companies have had to turn down the volume [on their LGBTQ+ initiatives], it creates a real, new opportunity this year, and probably for the next several years to come.”

Related: 3 LGBTQ Entrepreneurs Share How Being Out and Proud Fuels Their Business

Graham calls on small business leaders to concretely and consistently commit to their values.

General Idea is a certified member of the National LGBT Chamber of Commerce (NGLCC), which includes annual membership fees to support their network of initiatives. The agency has also made donations to the Transgender Law Center for several years and continues to support LGBTQ+ causes in 2025 through donations to Ali Forney Center, which provides life-saving services to LGBTQ+ youths, and SAGE, a national advocacy and services organization that looks out for LGBTQ+ elders.

Graham says leaders should not only communicate company values outwardly but also show their teams and organizations why it’s so important to stand up for their beliefs.

“Diversity [brings] the best ideas, the most forward-thinking ideas.”

As the General Idea co-founders first considered how to develop a modern marketing agency and provide the best service for their clients, they focused on hiring people with skillsets that would complement each other within the current and shifting marketing landscape, Graham says.

“Diversity [brings] the best ideas, the most forward-thinking ideas,” Graham explains. “Ultimately, as marketers, our goal is to speak to a diverse range of customers. We didn’t set out to necessarily create an LGBTQ+ C-suite, but at the same time, it felt like a snowball effect. The people that we got to know and decided to bring into the agency and elevate into running their departments happened to be diverse in that regard, and it’s worked really well for us.”

General Idea has partnered with celebrity brands like Savage X Fenty, Ariana Grande and Swarovski over the years.

In addition to its C-suite, General Idea has about 50 employees. The company prioritizes hiring “exceptional” thinkers and creators who work hard and have a strong appreciation for culture and an ability to tap into current trends and future opportunities, Graham says.

Related: Diversity Is Not the Same to Everyone. Here’s Why That Matters

General Idea hires also must have a knack for finding solutions — because that’s at the heart of the business.

 ”Every client comes to us because they have a problem to solve,” Graham says, “whether they need to sell more products or connect with new audiences, so for us, first and foremost, it’s about understanding what those problems are and getting to the core of that. And a lot of times, it’s not so clear at the beginning.”

Graham notes that General Idea doesn’t bill itself as an advertising agency, though depending on a client’s needs, advertising might be part of a “multi-pronged” solution.

Related: Why Diverse Leadership Is a Competitive Advantage — and How Women Can Lead the Shift

“Our most rewarding projects sometimes are the projects that come in thinking they’re one thing and then end up resulting in a different type of output,” Graham says, “because it means that we’re not taking these briefs and problems at face value, but rather we’re partnering with our clients [and] shepherding them into what we believe will create the best possible result.”

“We really want to create an environment that empowers people to feel safe.”

In a moment when certain companies are being “quieter around what their values are,” Graham and General Idea see their commitment to LGBTQ+ issues and diversity at large as a path forward — and one that will prepare them and their team to keep up with a “rapidly” evolving marketing domain and “completely different world” wrought by AI.

“We really want to create an environment that empowers people to feel safe, [to] feel like they can express their beliefs and be who they are,” Graham says. “We want to create opportunities for people to thrive within those senses of security.”

The number of millionaires in the U.S. grew last year, setting the U.S. apart as a world leader in global wealth.

UBS, an investment bank and financial services company, released its annual global wealth report on Wednesday, looking back at wealth trends in 2024. The company defined a millionaire as anyone with a net worth of at least $1 million.

UBS found that the U.S. added over a thousand new millionaires per day on average in 2024, far more than the 380 new millionaires per day experienced in China, which was in second place. Altogether, there were 379,000 new millionaires in the U.S. last year, followed by China’s 141,000. The two countries made up more than half of the 684,000 new millionaires overall.

Wealth growth in North America was “driven by a stable U.S. dollar and upbeat financial markets,” according to the report. Financial markets did well last year: The S&P 500 was up by more than 23% in 2024, and the Nasdaq was up nearly 29%.

Related: This Self-Made Millionaire Who Lived in a Trailer Park Before Starting a Business at 19 Reveals Her ‘Superpower’ — and 1 Quality That Sets Successful People Apart

UBS found that the U.S. has the greatest number of millionaires in the world, more than Western Europe and China combined. The U.S. has 23.8 million people in the seven-figure club, the highest out of any other nation, and holds almost 35% of the share of global personal wealth. China comes in second with 6.3 million millionaires and close to 20% of the share of personal wealth.

Countries such as Japan, France, Germany, the U.K., and Canada have over two million millionaires as of 2024.

In sum, there are almost 60 million millionaires in the world who control a total of $226.47 trillion in assets.

Related: Barbara Corcoran Says If You Want to Become a Millionaire Do This 1 Thing: ‘I Out-Try Anyone’

UBS expects the number of millionaires to keep rising, and an additional 5.34 million people to become worth seven figures by 2029, a 9% increase from 2024.

“Over the next five years, we expect North America and Greater China to be the main drivers of global wealth growth,” the report reads.

A separate report from Henley & Partners and New World Wealth, released last month, shows that the number of liquid millionaires in the U.S., or those with assets of more than $1 million, has increased by 78% in the past decade.

Most entrepreneurs reserve public relations (PR) for major announcements like product launches, funding rounds or crisis management. But the most successful founders don’t wait for pivotal moments to seek attention. They invest early in building a personal and business reputation that speaks for itself.

In crowded markets, credibility acts as a natural attractor and risk reducer. It signals integrity, reliability and trustworthiness — qualities that not only shape public perception but also open the door to unseen opportunities.

After two decades working with founders, C-suites, and visionary brand leaders, one truth has stood out: those who prioritize consistent visibility and strong messaging over the long haul outperform those who treat PR as a one-time tactic. Brands that embed credibility into their DNA — ideally from day one — are better positioned to attract capital, strategic partners, loyal customers and media attention.

If you’re serious about long-term success, it’s time to treat visibility and credibility as core business strategies — not last-minute fixes. Here’s where to start:

1. Clarify and own your value proposition

Most founders know their product, but struggle to explain their deeper purpose. Media readiness starts with clarity: What problem does your solution uniquely solve? What market space do you dominate with authority?

Your messaging should present your distinct value in a clear, compelling narrative that can be understood in seconds by investors, customers and the press. This is the foundation of credibility: people can’t believe in what they can’t understand.

Related: How to Build Credibility When Selling to Customers Who’ve Never Heard of You

2. Invest early in thought leadership

Thought leadership isn’t self-promotion — it’s a public expression of your expertise, perspective and values. Founders who share insights generously (before asking for attention) establish themselves as credible voices.

Start by writing advice-driven articles, speaking at relevant industry events or offering commentary as a media expert. Participate in real-time discussions through platforms like LinkedIn, Twitter, Reddit AMAs, Instagram Live or niche Slack and Discord communities. These casual, interactive formats humanize your brand and demonstrate accessibility, transparency and relevance.

Credibility is built through consistency, not by sporadic posts or self-serving announcements.

3. Leverage your origin story

Every entrepreneur has a story. The best know how to use it.

Your company vision came from somewhere—your frustrations, your experiences, your drive to solve a particular problem. That story makes your brand relatable and memorable. It’s the emotional bridge between your mission and your market.

Your personal narrative should appear on your “About” page, in social content, in media interviews and as part of your pitch strategy. People remember stories, not specs. Facts inform — but stories persuade.

4. Build media relationships before you need them

Breakthrough media coverage rarely comes from blasting out a press release. It comes from relationships.

Whether you DIY or work with a publicist, start by identifying journalists, editors, and podcast hosts who cover your industry. Follow their work. Comment thoughtfully on their articles. Share insights or story angles that align with their focus.

Position yourself as a trusted expert before you pitch. That way, when a critical moment comes — your product launch, your funding round, your viral moment — they already know who you are.

5. Create a digital footprint that reinforces your authority

In today’s world, your first impression lives on Google. If someone searches your name or company, will what they find reflect your expertise and credibility?

Audit your digital presence. Make sure your bios are consistent across platforms. Treat LinkedIn as your thought leadership hub. Ensure your website reflects professionalism and authority, not just basic functionality.

In short, make it easy for people to believe in you, because they can find evidence that others already do.

Related: How to Build Credibility and Trust With Effective Content Creation

Visible Credibility leads to strategic leverage

People respond to those they trust. They take meetings, return emails, and share opportunities with leaders who’ve earned their attention through visible, consistent credibility.

Entrepreneurs who treat trust-building as an ongoing strategy — not a crisis response—are the ones who build resilient, opportunity-rich businesses. When the pressure hits (and it will), your credibility will do the talking.

When you’re building a startup from scratch, there are two things nobody warns you about enough: one, you’re going to have to sell. And, two, you’re probably going to be terrible at it at first.

I know I was. I didn’t have sales experience when I launched my previous company, Vungle. But we had no sales team, no leads and no brand to fall back on. If I wanted the company to survive, I had to learn to sell anyway.

I can say now, given hindsight, that the process of figuring it out the hard way is what set the foundation for what came later. Within a few years, we had grown to 250 employees across eight offices, with over $400 million in annual revenue. None of that would have happened if I hadn’t done the early sales myself.

Below are sales lessons I learned from those years, plus tactical tips any founder can apply, especially when no one’s answering your messages.

Related: 4 Steps to Becoming a Sales-Focused Founder (and Why It’s Important)

Find ways to show up where your customers already are

In our earliest days, we were trying to get mobile game developers to use Vungle’s ad tech, and cold outreach just wasn’t cutting it.

So we did something unconventional: We started playing the games themselves. Our team would log hours on popular titles just to land on the leaderboards. Once we were ranked, we’d change our usernames to short custom messages like “FromVungle_Please_Call_Us.”

This approach got us into conversations with developers who would’ve ignored us otherwise. In a sea of templated outreach, we stood out by embedding our message in the experience our customers were already having.

Now, I’m not saying that you should gamify your every outreach (unless, maybe, if your users are gamers). What I am suggesting is, if your cold outreach is falling flat, ask yourself: Are you showing up where your users are already engaged? Or are you just sending emails they didn’t ask for?

Stop talking about your product

Founders love talking about their product. That’s understandable given how this product is probably your labor of love. The catch is, in a cold message, your product isn’t the hook — your user’s pain is. For Vungle, one of the best-performing openers was something along the lines of:

“Hi, I saw your app on the charts. We’ve helped other developers boost revenue by 20% without changing the user experience. Worth a quick chat?”

See how we didn’t list our credentials or explain our tech stack? Instead, we led with something our audience cared about: incremental revenue for minimal effort.

If you’re doing cold outreach, assume the person reading your message has no context on who you are and doesn’t care yet. You need to earn that interest.

This matters more than it seems. Per a 2024 Salesforce report, 86% of business buyers are more likely to buy when their goals are understood. That means most early founders are leaving opportunities on the table by focusing their pitch too much on themselves and empathizing with their customers too little.

When you take time to craft your first message without thinking of it from the lens of a sales email, it’s proof you care enough to be relevant. That’s how you earn the right to pitch later.

Related: Give Your Employees The 3-Point Strategy They Need To Drive Sales

Build a repeatable engine first before you hand it off

It’s tempting to hire a salesperson the moment you feel overwhelmed. But hiring too early is one of the biggest mistakes I see founders make.

At Vungle, we didn’t hire a full-time salesperson until we’d already built a repeatable script and could train them on what worked. Until then, we built documentation like we’d build product docs: call flows, objection handling, competitive comparisons, sales enablement materials.

That’s what allowed us to scale sales from $850,000 to $15 million in one year, and then to $56 million the next.

If you don’t do this, you risk churning through sales hires. In that scenario, it’s very tempting to blame it on “bad fit.” In reality, you most likely just didn’t have a system.

How I see it, your biggest responsibility as a founder leading sales is actually NOT closing deals but writing the playbook. Until you’ve closed 10–20 deals yourself and can explain how you did it, you’re not ready to outsource.

Treat your sales outreach like an extension of product (because it is)

Founders often treat sales as something separate from product work. But early-stage selling is one of the fastest ways to refine your product. It shows you what customers actually care about. What they’re confused by. What they’re willing to pay for.

For instance, we thought our value proposition at Vungle was around the speed of integration. But during sales calls, we kept hearing that development teams were worried about crash rates and performance. We shifted our pitch — and later, our product roadmap — around those insights. That realignment made a huge difference in our win rates.

Early customer conversations reveal the “why” behind objections. It’s going to be very validating listening for praise. But resist the temptation. Instead tune in closer for confusion, hesitation and indifference. That’s the true product goldmine.

Related: How to Avoid These Costly Mistakes in Your Startup’s Sales Strategy

Reps > theory

If there’s one truth I’ve seen across every startup I’ve advised or invested in, it’s this: You can’t learn founder-led sales by reading about it. You have to do the reps.

Even as you outgrow founder-led sales, you’ll see that “sales” is actually not a temporary phase. It’s the muscle that helps you discover new markets and opportunities, raise money, recruit talent, and evangelize your mission. The sooner you build it, the more compound interest you’ll get on every part of your company.

All that’s to say: yes, founder-led sales is hard! It’s humbling. But it’s also the best path to real traction. If you’re in the early grind, remember that the best founders likely weren’t naturals either. They just cared and hustled enough to put in the reps