Some of the hardest lessons in business are the most counterintuitive.

The ones that make you stop mid-scroll and go… “wait, what?”
Because they sound backwards at first.
But once you sit with them, they flip how you think about growth.

I’ve been collecting some of these takes lately. And two of them really punched me in the gut.

👉 Richmond Dinh said: if you’ve got a break-even funnel running at 2x ROAS.. you’re not spending enough.
It’s not proof your funnel is “amazing.”
It’s proof you’re leaving leads on the table by capping your ad spend.

😮

👉 Alex Hormozi said: if you’re closing over 40% of your sales calls... you’re underpriced.
It’s not proof you’re a sales wizard.
It’s proof your offer is too cheap and people don’t even have to think twice.

😕

Both of those takes sound upside-down when you first hear them.
But they’re right.

The numbers you’re proud of aren’t always the ones that matter.
Sometimes the “trophy stats” are really red flags in disguise.

So here’s the question I’ll leave you with:
Where in your business are you celebrating a win that’s actually telling you to play bigger?

🚀

- James