In this brief monologue, the speaker identifies the primary issue facing most entrepreneurs as a lack of liquidity, estimating that about 95% do not have sufficient liquid assets. He stresses the adage “cash is king,” arguing that having readily accessible cash and liquid assets makes a business unbreakable and immune to economic downturns. By building and maintaining liquidity, entrepreneurs can weather recessions and avoid being crippled when financial stress hits.
The number one problem that I see in my groups and in the people that I coach is not enough liquidity. I'm gonna make up a statistic. I have no idea what the actual number is, but I think 95% of entrepreneurs do not have enough liquidity. So good on you for undertaking that journey and growing that liquidity because the saying cash is king really is true. When you have assets that you have access to, that is how you become unbreakable. That is how a downturn can never affect you. Because you have the liquid assets to draw on when the proverbial shit hits the fan.
