PART 2: CREATE PREDICTABLE PIPELINE Painful Truth: “Build it and they’ll come” is a fairy tale. LEAD GENERATION ABSOLVES MANY SINS You can have the most perfect product, investors or sales process in the world, but without predictable ways to fill your pipeline, you’re going to struggle. Predictable lead generation is the lever to creating hyper­growth. And it’s more than throwing marketing campaigns online or on billboards, cold calling, or pumping out free stuff to give away. Many aspiring and first­time founders have this idea that “if we just create an amazing thing [app, video, ebook, blog post...], it’ll catch fire online and we’ll be inundated with people excited to follow us or buy it from us.” This works just often enough to create the fairy tale for everyone else. Just like the lottery. Assuming you’re not a VC, how many people do you know that this has personally happened to? The Reality Distortion Field makes it seem more common than it is, because it’s the kind of story that gets published. Unlike the more common story of success, of working for years slowly building up an audience or business, baby step by baby step.