The Biggest Lie in Business: Anything That Doesn’t Start with ‘I Didn’t.

The biggest lie people tell themselves about failure?
Anything that doesn’t start with “I didn’t.”

In this video, I break down:

The excuses business owners make when things stop working.

Why blaming the market, the economy, or the audience is comforting — but wrong.

The real reason most businesses fail: they stop doing what works because it’s hard, boring, or uncomfortable.

How to recognize when ego is disguising itself as “progress.”

The truth is simple: if someone in your industry is still winning, your market didn’t disappear — your effort did.