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Businesses in the US fail by the tens of thousands on a yearly basis. For one reason or another, they drop out of the race and quit forever or head back for another turn.

The single biggest reason why businesses fall short is that they lack the funds to continue. Cash flow keeps businesses moving forward. Proper marketing has the ability to find, replace, extend, and continue to drive cash flow even during downward spirals.

What I’ve found is that most business owners/operators forget to or opt-out of researching how to continue to generate cash flow. It’s a tedious process that takes market metrics and helps to isolate and devise a plan of action at the lowest levels to develop high-level results.

Skipping research is like a marathon runner skipping proper cardio training. At some point in the race, your ability to produce oxygen (or generate cash flow) is going to put a lot of pressure on whatever system you’ve put into place to keep going.

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