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You’ve pitched investors and heard “come back with more traction.” Or revenue grows when…
Articles by Roger
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The 4 Moments of Truth in Business
The 4 Moments of Truth in Business
The 4 Moments of Truth in Business Greg Davidson and Roger Andrus - 18 January 2018 In his book, Death in The…
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Mentored Acceleration - Coaching Entrepreneurs
Mentored Acceleration - Coaching Entrepreneurs
PATHOLOGICALLY HELPFUL I am passionate about helping entrepreneurs get to the next level; it’s just part of my nature…
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2 1/2 Lessons Learned From Creating The TechX Revenue Accelerator
2 1/2 Lessons Learned From Creating The TechX Revenue Accelerator
With TechX Revenue Accelerator gearing up for its umpteenth cohort, I thought I'd share a few of the lessons I've…
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Roger Andrus posted thisA founder sent me his consulting pitch last week. It covered everything. Strategy. Revenue growth. Go-to-market. Operations. Leadership. A full page of capabilities, each one legitimate, none of them landing anywhere specific. I told him the pitch was the problem. When you lead with everything you can do, the prospect has to do the work of figuring out why they need you. Most of them won't. They'll nod, say it sounds interesting, and call someone who made it obvious. The proposal came before the discovery. He was answering questions nobody had asked yet. Here's what I see constantly with founders who sell services. They pitch their resume instead of the prospect's problem. The instinct makes sense...lead with credibility, show the range, let them pick. But it works the opposite way in the room. One sharp question changes everything. What's the one thing keeping you up at night right now? Let them answer. Then build the proposal around that. The best pitch isn't about you. It's about the problem they already know they have. Find out if your sales motion is built to close
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Roger Andrus posted thisA founder wanted to know how his team was really feeling. Morale had been off. People were quieter than usual. He could feel it but couldn't name it. So he came to me wanting a framework for checking the pulse of his team. I stopped him before we got there. You promised equity. It hasn't been delivered. You promised healthcare. That hasn't happened either. Your team knows both of those things every single day. You don't have a morale problem. You have a trust problem. And you can't pulse-check a team you haven't delivered to yet. The survey doesn't fix it. The team meeting doesn't fix it. The only way to fix it is to do what you said you'd do. Founders underestimate how much their teams are watching. Not the big moments. The small ones. Whether the thing you promised last quarter showed up. Whether the commitment you made in a one-on-one actually landed. Trust isn't built in speeches. It's built in follow-through. Deliver first. Then ask how people are doing. Find out where your leadership infrastructure is missing
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Roger Andrus posted thisA founder had been building for 90 days. No paying customers. No clear signal that anyone would buy. Plenty of people who said it sounded interesting. We spent an hour on the call. Twenty minutes in, I asked him what problem he'd actually confirmed, not assumed, that someone would pay to solve. He went quiet. He'd been building toward a hypothesis nobody had validated yet. The product was getting better every week. The customer was still a guess. This is the most common version of busy I see. Founders who are working hard in exactly the wrong direction. Not because they're not smart. Because building feels like progress and talking to customers feels like delay. It isn't. Ninety days of building on an unvalidated problem doesn't get you closer to product-market fit. It gets you 90 days deeper into the wrong hole. He stopped building that week. Started talking to the people he thought he was building for. That's the work. Everything else waits. Find out if your traction is real.
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Roger Andrus posted thisA founder described his situation in one sentence. Not enough traction to attract investors. Not enough capital to build traction. He'd been sitting in that loop for months. Every investor conversation ended the same way ... come back when you have more proof. Every product decision stalled because the runway wasn't there to execute it. He thought the loop had no exit. It did. Just not the one he was looking for. The lead domino wasn't a better pitch or a bigger network. It was one distribution partner who already had the customers he was trying to reach. One letter of intent from that partner changes the investor conversation entirely. Not because the product changed. Because the risk did. Founders stuck in the capital trap almost always look for more capital to get out of it. The ones who break through find the one proof point that makes the raise unnecessary or inevitable. Those are very different fundraises. Find out what's actually blocking your raise
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Roger Andrus posted thisMost founders think they're further along than they are. Not because they're delusional. Because they're optimistic. And because nobody around them is willing to say it out loud. After 30 years working inside founder-led companies, I built a simple four-phase roadmap. Not as a framework to teach. As a diagnostic. Because the phase determines the problem, and most founders are solving the wrong one. Phase 1 is proving anyone will pay. Phase 2 is proving the model works repeatedly. Phase 3 is building the machine that scales it. Phase 4 is running the machine. The most expensive mistake I see: founders in Phase 2 making Phase 3 decisions. Hiring a VP of Sales before the sales motion is proven. Raising capital before the model is repeatable. Building a team before the offer is locked. Right work. Wrong order. That's not a strategy problem. That's a sequencing problem. And it costs more than most founders ever calculate. Which phase are you actually in?
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Roger Andrus posted thisNinety-five percent of her revenue came from warm intros. Cold outreach wasn't converting. She knew it. Spent months trying to fix the messaging, the sequence, the timing. Nothing moved. The real problem wasn't the outreach. It was that her product looked exactly like two other tools that had already burned her prospects. Same category. Same promises. Same pitch. She was asking people to trust something that looked identical to the thing that had let them down before. No sequence fixes that. No subject line fixes that. The lead domino was proof. One before-and-after case study from a customer who'd been burned before and came back anyway. That story does what a cold email never can. It answers the objection before the prospect even voices it. She didn't need better outreach. She needed one story worth telling. Find out what's actually blocking your sale.
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Roger Andrus posted thisA founder was getting meetings. Good ones. Decision makers, not gatekeepers. People who understood the problem immediately. Nobody was buying. He couldn't figure out why. The pitch was sharp. The product was real. The conversations felt warm. Then he'd follow up and hit a wall. Twenty minutes into our call I asked him something simple: do your prospects know they have this problem before you tell them? Silence. That was it. He was showing up to sell a solution to people who didn't yet know they were exposed. The education had to happen before the ask. He was skipping the first conversation entirely and going straight to the second one. You can't sell urgency to someone who feels safe. The lead domino wasn't the pitch or the pricing or the follow-up sequence. It was getting the prospect to feel the consequence before he tried to solve it. Fix the sequence. The closes follow. Find out if your sales motion is in the right order.
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Roger Andrus posted thisBetter product. Half the price. Still couldn't grow. A founder walked me through his numbers. The people who used it loved it. Churn was low. The feedback was consistently good. He just couldn't get enough people in the door to matter. He thought he had a marketing problem. He had a distribution problem. Nobody knew it existed. Here's what I see constantly. Founders spend months making the product better when the product was already good enough. The gap isn't quality. It's that the right people never find out about it. His lead domino was a channel partner. One company already selling to his exact customer, with trust already built, looking for something to add to their stack. Stop building. Start finding the person who already has the relationship you need. The best product doesn't win. The best-distributed product does. Always has. Find out what's actually blocking your growth.
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Roger Andrus posted thisThirty-nine signups. Thirteen trials. One paying customer. A founder showed me those numbers. The product worked ... people said so. Good feedback. Real enthusiasm. Nobody pulling out a credit card. I asked him one question: what happens to his customer if they don't use it? He thought about it. Not much, honestly. Things stay a little slower, a little more manual. Nothing breaks. That's the problem. People don't buy solutions to inconveniences. They buy relief from consequences. The thing that costs them a client, a job, an audit they can't survive. His product solved a real problem. Just not one anyone felt urgently enough to pay for. The lead domino wasn't the product or the pricing or the trial length. It was finding the customer for whom not solving this feels dangerous. One customer who feels the consequence closes faster than a hundred who think it's interesting. Find out if your customers actually feel the problem you're solving.
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Roger Andrus liked thisRoger Andrus liked thisSuch an honor to be named one of Mortgage Banker’s 2026 Powerful Women of Mortgage Banking. My passion is to implement and build technology that actually helps people. None of that work happens alone. It happens because of lenders who trust us with their teams, and colleagues who show up every day to make that trust worth it. Thank you to everyone who has helped me grow along the way. I’m so grateful. Matt Hansen Cathleen Schreiner Gates Kathleen Shea Haley Susan Wallace Kathy Zimpel Catherine Hovis Jeb Spencer John Aslanian Ralph Edwards Chad Mildren Sean Desmond A. R. Smith Rob Pommier David Bolin #firstclose #mortgagelending #womenintech
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Roger Andrus liked thisRoger Andrus liked thisTurns out that Shaun White had absolutely no clue who I was 🤯 Despite that disappointing development, I pulled myself together enough to participate on the panel entitled "Quantum Power: Strategic Offense and Resilient Defense" at Zero Gravity Summit. Three key takeaways: 1. Quantum readiness starts today, not tomorrow. 2. Crypto-agility is essential to resilience. 3. AI and quantum innovation must advance securely. Many thanks to Marissa Serafino for guiding the discussion along with fellow panelists Craig Miller and Garfield Jones, D.Eng. who are brilliant and accomplished professionals. S/O Michael Howard and the entire #Azure #Security team working on PQC at Microsoft. Aaron and his team at 47G nailed this event. Microsoft will be back as a supporter and is open for business in #Utah like never before. Hit me up to learn more about what that means. Gerritt Vander Linden Brittany F. Kylee Groves Anne William Philip Dan Shelby Marguerita 👏
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Roger Andrus liked thisRoger Andrus liked thisI just got back from Intuit Connect, and I learned so much in the sessions. But what I keep thinking about isn't a session. It's how proud I was to say "I work at LedgerGurus." I spent the week with our CEO, Brittany Brown, and our Director of Service Delivery, Lauren Maillard, and I got to watch both of them shine. Lauren spoke on a sales tax panel and was fantastic. After her panel, I sat down in another session next to a gentleman, mentioned where I work, and he said, "Do you work with the woman who was on the sales tax panel?" I got to say yes. Yes, I do, and she is just as great as you think. Brittany spoke on a panel about the education initiative she started with Intuit and her work as a professor at UVU. Watching her talk about bringing the accounting profession forward and helping universities prepare the next generation was inspiring. She also co-presented on how AI is helping her, and our whole company, level up. She has done so much, and it was a privilege to sit in the room. One of the keynotes was Angela Duckworth, author of Grit and Situated. She talked about changing your situation, starting with your space, then your peers, your mentors, and your culture. When she talked about the power of a good mentor, Lauren and I were sitting together, and we both thought of Brittany right away. And when she got to culture, I thought about the one Brittany has built at LedgerGurus. It's a culture I love being part of. I left feeling inspired to bring what I learned back to our inventory team, and so grateful for where I work, who I work with, and the opportunities I've been given because of it. Spending extra time with these two women was a gift. Brittany Brown and Lauren Maillard, CPA, thank you. I'm proud to be on your team. #IntuitConnect #LedgerGurus #Accounting #WomenInAccounting #CompanyCulture
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Roger Andrus liked thisRoger Andrus liked thisHighlights from the Panel: Quantum Power: Strategic Offense and Resilient Defense | Zero Gravity Summit Day 2 #ZeroGravitySummit #HardTechWeek
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Roger Andrus liked thisTruly honored and grateful for this new chapter!💙 I'm incredibly excited to officially join orsa credit union's Board of Directors and continue serving an organization whose mission and commitment to empowering people and strengthening communities deeply resonate with me. My journey through orsa's Associate Director Program has been an invaluable experience, allowing me to learn, grow, and gain an even deeper appreciation for the transformative role credit unions play in people's lives. I believe #leadership is about more than the positions we hold. It's about the lives we touch, the opportunities we create, and the lasting impact we leave behind. I'm especially grateful to Tansley Stearns, the entire orsa team, and my fellow board members for their trust, encouragement, and warm welcome. I'm looking forward to contributing my perspective, continuing to learn, and helping shape a future where more people feel seen, supported, and empowered to thrive. Here's to building stronger communities, opening doors for future generations, and creating meaningful ripples of change together! Huzzah!!! 🎉 #CreditUnions #CommunityImpact #BoardLeadershipRoger Andrus liked thisOur orsa Board is growing! Please join us in welcoming Ashley M. Williams to orsa's Board of Directors. Ashley joins the board from our associate director program, where community leaders build deep knowledge of orsa and help shape our future. Ashley is the founder and CEO of RIZZARR, a Detroit-based platform that connects brands with purpose-driven creators. She knows how to tell stories that younger generations trust, and that perspective will help us continue to grow a community where every member, at every age, knows they belong. In Ashley's words: "Every story creates ripples, and credit unions write some of the most meaningful stories in our communities." Welcome to the board, Ashley. Huzzah! https://lnkd.in/gPxzwspRorsa credit union elevates Ashley Williams to its board of directorsorsa credit union elevates Ashley Williams to its board of directors
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Roger Andrus liked thisRoger Andrus liked thisThe sales tax you collect was never your money. Sounds obvious. But here's a pattern I see a lot with growing ecommerce brands. Shopify pays out a deposit. That deposit includes the sales tax your customers paid. It lands in the operating account and gets booked as sales. Now a few things are off at once: • Revenue looks bigger than it really is • Your bank balance looks healthier than it really is • The tax you owe isn't showing up anywhere on your balance sheet Then the filing comes due, and the cash you thought you had is already spent. Sales tax collected is a liability. It belongs to the state. You're just holding it for a while. A few quick checks: • Is sales tax recorded as a liability in your books, not as income? • Does that balance tie to what you actually file? • Do you know how much you're holding right now? That second one is where I see the biggest gap. A lot of brands never reconcile their sales tax payable account. The balance just sits there, and nobody checks it against what was actually filed and paid. If it doesn't tie, something is wrong in your books, your filings, or both. If you haven't looked at that account in a while, do it before your next filing deadline. #Ecommerce #SalesTax
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Roger Andrus liked thisRoger Andrus liked thisThis is absolutely huge for Shaun White. Could he have ever imagined being on the same poster as me? I’ll ask him. Back to my study materials to brush up on quantum for the panel. Kidding. Kind of. Zero Gravity Summit 47G
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