The most dangerous startup metric is growth.
Because growth can hide a business that is getting weaker every month.
More users.
More traffic.
More signups.
But also:
more support,
more infrastructure cost,
more churn,
more discounts,
more time spent serving people who will never pay.
A startup is not winning because more people use it.
It is winning when each new customer makes the business stronger.
Revenue is not vanity.
Profit is not boring.
Cash flow is not old-school.
It is survival.
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