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There’s a phrase that has quietly strangled more businesses than any recession, competitor, or economic collapse ever could. Seven little words. Spoken calmly, like they’re perfectly reasonable.

“We’ve always done it this way.”

On the surface, it sounds safe. Responsible. Loyal to what’s worked. But behind that sentence, there’s something far more dangerous than risk. There’s complacency.

Complacency is how businesses die.

Let me ask you something blunt:

How many leads do you need this month to hit your revenue target?

Most business owners I meet don’t know. They shrug. They guess. They mumble something vague about “getting more clients” or “running more ads.”

And that right there is why their business feels like a rollercoaster.

Some months, they have cash flow. Other months, they’re scrambling to make payroll. And the worst part? They’ve accepted this as “normal.”

It’s not normal. It’s a symptom. And it’s killing your business.