No amount of traffic can compensate for broken unit economics.

You can drive leads all day. Hire agencies. Refresh the brand. Optimize funnels. Pour money into growth tactics.

But if your house isn’t in order, no amount of marketing will save you.

It just accelerates the damage.

Owner/operators run on instinct.

It’s one of your superpowers—until it becomes your constraint. You feel the business in your bones. You sense when revenue is good or bad. You think you know which customer groups are profitable. You hope you’re charging enough. You bet payroll will work out this month.

But running a growing business on gut alone is like trying to drive with the windshield painted over.

There’s a myth many founders quietly believe about their exit: “I’ll get to that someday.” It feels logical… until the LOI arrives and the buyer unrolls a long list of demands. That’s where most founders discover the same harsh truth: The thing about exit readiness is if you wait until diligence to “get ready,” you’re already late.

Cash flow is the heartbeat of your business. When it's strong and steady, everything else has room to thrive. When it's erratic, even profitable companies can flatline.

In many ways, money is a mirror. A simulacrum. We look into it and it reflects back our fears, hopes, desires, and assumptions about who we are and how the world works.

Fractional CFO support isn’t just about spreadsheets. It’s about the stories we bring to the numbers, the clarity we find inside them, and the strategic decisions they inform on the other side.