Aggregate profitability can mask serious issues. A company's positive bottom line might be propped up by one highly profitable offer while another "bestseller" is actually losing money on every sale. This requires a granular, per-product profitability analysis to uncover.

Founder failure is often attributed to running out of money, but the real issue is a lack of financial awareness. They don't track cash flow closely enough to see the impending crisis. Financial discipline is as critical as product, team, and market, a lesson learned from WeWork's high-profile collapse despite raising billions.

Many entrepreneurs chase revenue milestones assuming profit will follow. However, poor financial habits scale with revenue. A seven-figure business can still struggle with cash flow if it lacks a system for intentional profitability, proving top-line growth alone is not the answer.

WeWork created "Community Adjusted EBITDA," a metric that conveniently excluded core costs like rent and salaries. This farcical KPI incentivized top-line growth at any cost, masking massive unprofitability and ultimately destroying shareholder value. Be wary of overly creative accounting.

Beyond outright fraud, startups often misrepresent financial health in subtle ways. Common examples include classifying trial revenue as ARR or recognizing contracts that have "out for convenience" clauses. These gray-area distinctions can drastically inflate a company's perceived stability and mislead investors.

Breezy Griffith's early ventures, like selling sorbets and sandwiches at a loss, weren't failures. They were crucial learning experiences that built the foundational skills and resilience needed to launch a successful CPG brand.

Rapidly scaling companies can have fantastic unit economics but face constant insolvency risk. The cash required for advance hiring and inventory means you're perpetually on the edge of collapse, even while growing revenue by triple digits. You are going out of business every day.

The industry glorifies aggressive revenue growth, but scaling an unprofitable model is a trap. If a business isn't profitable at $1 million, it will only amplify its losses at $5 million. Sustainable growth requires a strong financial foundation and a focus on the bottom line, not just the top.

Rapid sales growth creates a powerful "winning" culture that boosts morale and attracts talent. However, as seen with Zenefits, this positive momentum can obscure significant underlying operational or ethical issues. This makes hyper-growth a double-edged sword that leaders must manage carefully.