His Startup’s Sales Goal Was $1 Million, But He Couldn’t Crack $1,000

How hockey stick growth expectations get in the way of goals

Joe Procopio
4 min readMay 19, 2022

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It’s a phenomenon that happens to a lot of startup founders and leaders. It definitely happened to an entrepreneur I’ll call “Jeff,” who reached out to me a couple weeks ago.

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Joe Procopio

Multi-exit, multi-failure entrepreneur. NLG pioneer & eService expert. Building TeachingStartup.com & GetSpiffy.com. Uncommon founder. More at joeprocopio.com