Don't hunt, set traps

You want to spend time closing individual deals. Don't. You need to unlock scaled, repeatable customer acquisition channels.

In a survival context, hunting is inefficient because it consumes time and energy that you could be using to build shelter or gather materials. If you've instead set traps, the traps are "hunting" on your behalf 24/7, in multiple locations. All you have to do is check them periodically, and it's a much more efficient use of your possibly scarce calories.

But founders doing sales are obsessed with hunting: personally closing deals. It's understandable, and I’m still guilty of this today, eight years in. It makes revenue go up, it feels good, you get immediate gratification, and you're probably pretty good at it. And in the early days, it's absolutely necessary: no one has ever heard of you.

But once you've gotten to product-market fit, you need to instead devote your attention to setting traps. You need to be investing in creating systems and processes to repeatably, scalably acquire customers, not in finding and winning individual deals.

Unlocking a channel that consistently delivers a stream of high-quality leads will pay dividends from now until the end of time, and is far more valuable to the company than the next incremental deal you close.