Companies should be started because the founders want to make meaning, not because they want to make money. Focus on generating cash flow and pursuing unexpected market opportunities, and you can thrive even without external funding.
The most important part of any business plan is the executive summary, because that’s what people read first. But in fact, the same holds true for many documents and presentations. Whether you’re trying to sell your product or pitch to investors, ensure you come out with your guns blazing from the start, or you’ll lose their attention. This means you should use your most shocking facts and compelling anecdotes at the get-go – they’re no use if no one’s awake to read them.