Startups often misunderstand the difference between initial momentum and an effective revenue-generating structure. Founders may achieve the first $1M through intense personal effort but find scaling challenging without systematic processes. The Revenue Engine Paradox illustrates how behaviors that drive early success hinder future growth beyond $1M. Successful scaling requires a transition from individual heroics to disciplined assembly line strategies. Examples from Uber and Foodbomb highlight the necessity of building structured, predictable processes rather than relying solely on founder-driven efforts for growth.
The actions that get you your first $1M in revenue are often the exact behaviours that prevent you from getting to $10M+.
At Foodbomb, we scaled from two salespeople to nearly 50. But the first $1M? That wasn't process, it was brute-force founder hustle.
Scaling isn't heroic. It's industrial. It's building an assembly line.
By the time we were expanding city by city at Uber, the GTM motion was industrialised. It was methodical, predictable, and painful to build.
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