This week, we are talking about how the first customer changes everything for your business. Yesterday, I was talking about how important it is to learn what your customers will tell you. They will tell you what business you are really in, and they will tell you what they really want to pay for. It's so absolutely critical that you talk to them and find out what they are looking for and what they saw in you that made you their choice to give you their money. I want to take this a step further and talk about the confidence this gives, right after this.

One of the hardest parts of entrepreneurship is uncertainty. You wonder if the idea will work, you wonder if your price is too high, and then a customer buys. Suddenly, the conversation changes. You stop asking, "Will anyone buy?" and start asking, "How many people will buy at this price, and how do I get to them?" It's such a different question, and it creates such incredible confidence in you.