The “Hot Coals” Sketch What CEO or VP Sales doesn’t relate to this image? You’ve all been through, or are feeling now, these “Hot Coals” of stress, missed results, and uncertainty: Usually the cause of the “hot coals” is a shift from organic growth “A” (based on getting customers through founders relationships and hustling or organic internet marketing) to proactive growth “C”, which is based on investing in programs that generate predictable growth. Shifting from organic growth to proactive growth requires new habits, practices and systems, causing a lot of delays and frustrations. Appreciate that the shift is a process which does not happen overnight. Stay committed, persistent, and patient as you get through the “Hot Coals,” whether it takes months or--in many cases--years. My goal for this book is to help you get through the hot coals as quickly, easily and profitably as possible. That will only happen if the management team and board understand the same fundamental principles around what creates predictable revenue (and it’s not about hiring more salespeople).