Today’s entrepreneurs have mastered digital storytelling, but many emerging founders lack a fundamental business skill that previous generations learned through structured training and professional development. To win in today's market, it's key to stop collecting meetings and start closing deals.

The current business landscape presents unique challenges. Political uncertainty, economic volatility, and technological disruption create a complex environment that may seem intimidating to first-time business owners. But history proves that turbulent times can produce extraordinary companies. Airbnb and Uber emerged from the 2008 financial crisis. Microsoft and Apple launched during a recession. So, what can we learn from that? There is no time that 'winning' is out of reach. These companies didn't succeed despite difficult circumstances – they succeeded because of them.

Today's market rewards winners, not participation. This represents a cultural shift for a generation of founders and professionals raised on recognition for effort rather than results.  

The concept of "winning" brings energy beyond mere success or impact. Winning must be achieved. We live in a very active, verbal, and energetic world. There are losers and winners. There are high stakes, challenges, and competitors. Winners love winners, and markets – despite being volatile – still love winners.

Gen Z entrepreneurs understand the core principles of business success: solving market problems, creating innovative solutions, and maintaining financial discipline. What new founders lack – no matter their age – is not entrepreneurial spirit or technical knowledge. It's sales proficiency. 

Sales skills aren't typically part of today's business school curriculum or early career development. Even the word "sales" seems outdated in the current context – which is precisely the issue. Previous generations benefited from structured corporate training programmes that specifically taught the art of selling. Modern education emphasises technical skills, marketing, and liberal arts without teaching the fundamental techniques needed to close deals. This gap in practical business education leaves many early-stage entrepreneurs unprepared for one of the most critical aspects of building a successful company.

The digital landscape has produced exceptional storytellers. Many entrepreneurs starting out excel at generating interest in their ideas. They take countless meetings, deliver fabulous presentations, create impressive pitch decks, and build massive contact lists. Their ability to craft compelling narratives across platforms demonstrates remarkable communication skills. They understand how to capture attention in seconds and can create content that resonates with specific audiences. But meetings and connections alone don't sustain businesses – signed contracts do.

Turning interest into conversions represents the true measure of business success in 2025. The path to winning requires moving beyond storytelling and focusing on getting customers to buy their products or services. This conversion is the critical moment where businesses either gain momentum or stall.

The current economic environment has made this sales focus even more essential. With capital becoming more selective and investors demanding clearer paths to profitability, founders should no longer rely on promising metrics like user growth or market size alone. Revenue and paying customers have become the primary currency of business viability.

It's time to make the ask

After presenting a product or service, successful entrepreneurs ask directly: Would you pay for this solution? What information do you need to make a decision? Can the deal close by the end of the quarter? These straightforward inquiries feel uncomfortable, especially for first-time or non-sales-oriented founders, yet they separate wishful thinking from genuine business opportunities. Without this decisive step, even the most brilliant innovations remain unfunded dreams collecting dust in pitch decks rather than solving real market problems.

Rejection often provides more value than immediate acceptance. No one ever died from the word no. As an entrepreneur, you should resist the urge to retreat silently when investors or customers pass on a sales proposal. Instead, create space for constructive feedback by explicitly asking why the answer was "no." This approach reveals invaluable insights that can refine offerings and strengthen future pitches. The most successful founders develop a methodical process for collecting, analysing, and implementing feedback from rejections.

Distinguishing between a definitive rejection and a potential future opportunity requires emotional intelligence. Some prospects will never convert; recognising this early can save valuable time and resources. Knowing when to move on is a critical entrepreneurial skill.

The psychology of rejection presents a particular challenge. Many entrepreneurs, especially early in their journey, take business rejection personally and struggle to separate their identity from their company's success. This emotional response can paralyse decision-making and diminish resilience. Developing a healthier relationship with rejection is another essential part of entrepreneurial growth.

Setting clear milestones based on specific business metrics helps maintain focus. Founders should establish realistic timelines aligned with their sales cycles, accounting for seasonal variations when appropriate. Regular evaluation against these milestones enables founders to amplify successful strategies and pivot away from ineffective approaches. These decision points should be scheduled in advance to prevent the common trap of continually extending deadlines when the business fails to meet its targets.

The entrepreneurial path has never been easy, regardless of generation. However, the principles that drive success remain consistent: focus on winning and doing what it takes. First, master the fundamentals, develop sales proficiency, learn from rejection, and maintain discipline through inevitable challenges. These timeless approaches matter more than ever in today's complex business environment.

So, let everyone else wait for the "right time to start their business." Winners know this is the time. You can close the deals and win when you show up prepared, focused, and fearless, armed with these fundamental principles and ready to make the ask.