When you sit down with someone like Craig Cooke, you realize that building a successful business isn’t just about strategy; it’s about rolling up your sleeves and doing the work every day. Craig is the founder of Rhythm and author of Business Kung Fu, and his entrepreneurial journey isn’t just a highlight reel—it’s packed with hard-earned lessons.
In this episode of the Never Been Promoted podcast, Craig and I dove into what it takes to start, scale, and eventually sell a company. And let me tell you, this is the kind of conversation that sticks with you long after it’s over. There’s something different when you hear it directly from someone who’s lived it. It’s not theory; it’s the real deal.
I’m sharing two big takeaways from my chat with Craig, and if you’re in the trenches like most entrepreneurs, I think you’ll find them just as useful as I did.
1. Always Run Your Business Like You’re Ready to Sell
Craig didn’t start Rhythm with a plan to sell it, but as the business grew, he quickly learned that you have to be prepared for anything—even selling. And let’s be honest, no one wants to think about exiting their business when they’re still in the thick of it. But according to Craig, this mindset is crucial, even if you’re not planning to sell anytime soon.
“You get so much more focused on the important things when you’re thinking about selling,” Craig said. “It forces you to dial in on your numbers and really understand the value you’re creating.”
He’s right. When you treat your business like it could be sold tomorrow, you run it more efficiently. You stop letting small problems slide, and you become more intentional with every decision. Craig didn’t wait until the last minute to get his act together—he was constantly thinking about how Rhythm could be positioned for a future exit, and that’s something every entrepreneur can learn from.
Key Takeaways from Our Discussion:
- Have a clear story: Whether you’re talking to investors or clients, know why your business matters. What makes it different?
- Stay on top of your numbers: You’ve got to know your financials like the back of your hand. Surprises in this area can kill deals, as Craig experienced firsthand.
- Focus on growth: Even if you’re comfortable, growth should always be on your radar. Whether you’re selling or not, that momentum is key.
2. Building a Team: You Don’t Have to Do Everything
One of the hardest parts of being an entrepreneur is realizing you can’t do it all yourself. Craig talked about how, in the early days, he was doing everything—sales, client management, project management—you name it. But as the business grew, so did the realization that this wasn’t sustainable.
“You’ve got to find the right people and trust them to get the job done,” he said. “If you don’t, you’re going to burn yourself out.”
It’s tough, especially for founders, to give up control. I know this firsthand. You want to oversee every little detail because it’s your baby. But Craig explained how bringing in the right team members allowed him to focus on the areas where he could make the biggest impact. For him, it was about stepping back from the day-to-day grind and focusing on growing the business.
What I Learned from His Experience:
- Let go of the small stuff: Figure out what tasks you don’t need to handle yourself and delegate them.
- Trust the process: Once you hire someone, give them the freedom to do their job. Micro-managing will just slow everyone down.
- Keep your eyes on the bigger picture: Freeing yourself up from the daily grind allows you to focus on growing the company, not just running it.
3. Reflections from the Interview
Talking with Craig reminded me that entrepreneurship isn’t just about business—it’s about discipline, adaptability, and knowing when to pivot. Whether you’re trying to grow or thinking about an exit, the key is to stay flexible and be willing to adjust when things aren’t going as planned. Craig’s journey from startup to exit is a masterclass in evolution—both as a leader and a business owner.
One thing that stood out to me was Craig’s focus on discipline. It’s not about being perfect; it’s about showing up every day and giving it your best shot, even when things are tough. Craig broke down his idea of discipline into three areas, which I thought were especially relevant for any entrepreneur:
Here’s What I’m Taking Away:
- Show up every day: It sounds simple, but showing up consistently is half the battle.
- Be productive: It’s not enough to show up—you have to get things done.
- Make sure it’s effective: Whatever you do needs to move the needle. Focus on high-impact tasks.
- Train your team: Invest time in training your team to work the way you want. It pays off in the long run.
- Be open to change: No matter how well things are going, be willing to adjust. Growth requires flexibility.
Final Thoughts
Craig’s journey is a powerful reminder that entrepreneurship isn’t for the faint of heart. There are going to be ups and downs, moments when you question everything, and times when you feel like giving up. But what Craig’s story shows is that if you keep showing up, focus on the right things, and build a solid team, you’ll come out on top—even if it takes longer than you expected.
For anyone out there grinding away, remember Craig’s advice: “Run your business like you’re ready to sell it. Even if you never do, you’ll make better decisions and run a tighter ship.”
If you’re looking for more insights from Craig’s journey, check out the full episode. It’s packed with wisdom and hard-earned lessons that every entrepreneur can benefit from: Are You Running Your Business Like You’re Ready to Sell It? | Craig Cooke
CONNECT WITH CRAIG COOKE:
LinkedIn: https://www.linkedin.com/in/craigcooke/