Coulds and Shoulds

Newbies mix up ‘Could’ and ‘Should’.

“Could” is an easy one: of course you could! You could do absolutely anything you’d like to do, that’s part of the magic of running your own business. Anything is possible, you can do absolutely anything. Way to go, champ.

Except you can “Could” your way into liquidation.

“Should” is a better question, and it’s answered by knowing what you’re doing, for whom, based on their existing journey, and how they’d like to get there.

Sometimes it’s better to trade the Coulds for Shoulds.