The Exit Gal | Founder of Chief Rebel | The Ops Co-Pilot for Main Street SMBs | 3x CEO 1x Exit | SMU Lecturer & Speaker | Follow for Business, Exits, Leadership

Chief Rebel began because small business owners were left to figure everything out alone.

7 out of 10 SMBs fail to sell. Buyers walk away. Owners burn out. 

And the systems that should help them were built for another world.

Most founders do not have a valuation problem.
They have an operations problem.
They have a clarity problem.
They have a business that only works when they do.

I lived this across acquisitions, turnarounds, and exits.

I know what it feels like to run a company that performs well on paper but falls apart the moment you step away.

And I know what it takes to rebuild a business into an asset someone else actually wants to own.

AI made analysis faster.
It did not make decisions better.
And it did not make selling a business any easier.

Founders do not need more noise.
They need visibility.
They need a co pilot.
They need a path from chaos to a premium exit.

So I built Chief Rebel.

We experimented, learned, iterated, and now the platform is live with real owners, real valuations, and real pull from the market.

Chief Rebel is the first platform built to help owners
• understand what their business is worth in real time
• fix the operational blockers that drag value down
• model their dream exit with actual data
• become exit ready long before they think about selling
• operate like someone who owns an asset, not someone trapped inside a job

What we do not have
• generic AI advice
• one size fits all coaching
• hype, noise, or empty promises

Just a straighter path to a business that runs without the owner and sells for what it’s truly worth.

We are onboarding founders, expanding integrations, and building the default ops and exit platform for 33 million SMBs.

If you want more information, message investor@thechiefrebel.com

Operate smart. Value accurately. Exit well.

Chief Rebel.

Kinza Azmat

You don’t need context, 

To treat someone with dignity.

That line sounds obvious.
Until you watch how often it gets skipped in real life.

I’ve seen this across teams, meetings, and fast growing companies.

→ Same deadlines.
→ Same pressure to perform.
→ Same roles around the table.

One leader pays attention to status.
Another pays attention to who is actually in front of them.

That choice shows up fast.

Everyone you work with is bringing more than their job description.
Unasked experience.
Opinions shaped long before this role.
Ability that stays quiet because no one made space for it.

✔️ When respect depends on role, people shrink.
↳ Conversations get careful.
↳ Ideas get edited down.
↳ Ownership stays limited.

✔️ When respect is consistent, the room shifts.
↳ Problems surface earlier.
↳ Half formed ideas get shared instead of hidden.
↳ People step forward instead of waiting to be invited.

This has nothing to do with being polite.
It shows up in small moments most leaders rush past.

Pausing instead of interrupting.
Letting someone finish even when it takes longer.
Giving the same attention to the person with no leverage today.

That’s where leadership actually lives.

Because the strongest leaders I know do not perform curiosity.
They make space.
They listen past titles.
They pull in voices that would otherwise stay quiet.

Do that consistently and culture starts to carry itself.

Trust becomes normal instead of forced.
People give more because they feel seen first.

If leadership feels heavier than it should right now, check this before anything else.

Who are you unconsciously ranking before you listen to them?

That answer usually explains more than your org chart.

What is one moment where showing respect earlier would have changed the outcome?
Drop it below 👇

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✅ Follow Kinza Azmat for posts on growing, leading, and scaling a business

Working harder won't make you wealthy.

It'll just make you tired.

I've seen this pattern hundreds of times.
Revenue up. Owner still in sales and delivery.
New toys in the driveway. No cash cushion.

A buyer looks, then walks.

Why?
The business depends on one person.
That dependency kills price and options.

The trap is identity.
Being the hardest worker and calling it pride.

It feels like progress.
It's just avoiding the real owner work.

Owner work builds a machine that runs and sells without you.

If this sounds familiar, stop grinding and do this next:

1. Define your exit target
↳ Set a value and a date. Review quarterly and track the gap.

2. Replace yourself in delivery
↳ List your top ten tasks and delegate what's necessary. Get owner hours under twenty percent.

3. Productize your delivery
↳ Write the steps, scripts, and checks. Eighty percent of work should run without you.

4. Lock weekly finances
↳ Close books weekly. Track cash and margin. Zero missed payrolls.

5. Separate owner pay
↳ Pay yourself a market salary. Stop ad hoc draws. Bank three months of runway.

6. Add buyer signals
↳ Centralize contracts and metrics. No single client over twenty percent of revenue.

None of this is complicated.

But most owners skip it because the daily grind feels more urgent than the exit plan.

For owners who build wealth, it's not about more hours.
It's about better work.

Which of these 6 steps are you stuck on?
Drop it below.

♻ Repost if this helped
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2.7 Million American Businesses Will Shut Down in the Next Decade

The McKinsey ownership transfer study reveals a devastating truth: 92% of small businesses that try to sell will simply close their doors instead.

In today's newsletter, I expose:

- Why 2.7 million businesses will disappear when owners try to retire
- The four specific steps to transform an unsellable business (with timelines)
- Why this work takes years of focused effort
- The brutal choice facing every business owner right now

This isn't about market timing or consultant speak like "optimization." 

It's about facing reality before it's too late.

Read the full newsletter below

Is your business actually sellable? 

What are you doing about it?

The quiet crisis destroying Main Street America 🏈 THE SIDELINE Kinza here. McKinsey published a landmark study on the economic crisis small business 

Open article: 2.7 Million American Businesses Will Shut Down in the Next Decade by Kinza Azmat • 5 min read

2.7 Million American Businesses Will Shut Down in the Next Decade

Richard Branson started 400+ companies. 

Most people think that's inspiring. 

The truth is that most of those ventures never reached their potential...because his attention was scattered across too many things at once. 

The ones that became billion-dollar businesses? 

They had focused operators running them while Branson stayed out of the way. 

This week's newsletter just dropped in your inbox. 

Inside: 10 rules Branson used to build Virgin into an empire without destroying it in the process. 

If you're juggling multiple ventures (or ideas) and struggling to finish what you started, this one's for you. 

Check your inbox or click below: "He started 400+ companies in 40 years (scattered focus killed most)" 

Not subscribed yet? 

Get it here: https://www.sideline.fyi/

10 lessons from Richard Branson's transformation: Offensive Coordinator → Head Coach Take the 3-minute quiz at 👉 Ownerquiz.com Richard Branson forced

Open article: 🏈 He started 400+ companies. Here's why most didn't reach their potential. by Kinza Azmat • 7 min read

🏈 He started 400+ companies. Here's why most didn't reach their potential.

Stop glorifying the scramble

Clear plans, simplicity, and calm are the strategy (not chaos)

We say we want speed and quality.

Then we celebrate late-night saves, random DMs, and
meetings about meetings.

Busy is not fast. It is costly.

Slow decisions. More mistakes. Tired teams. Messy numbers.

Here is what chaos actually costs a business:

→ Every unnecessary meeting burns 30+ hours a month
per team.
→ Context switching drops productivity by up to 40%.
→ Unstructured workflows double error rates on repeat
tasks.
→ Teams without focus blocks lose an entire workday
each week to interruptions.

The fix is not more hustle. It is fewer moving parts.

You want calm execution. Do this without excuses:

1) Assign one owner.
↳ For every task, name one person and outcome, review
weekly, 90% on time.

2) Cut standing meetings.
↳ Keep two recurring only, cap 30 minutes, under eight
people, audit monthly.

3) Use short checklists.
↳ For repeat work, write 5 to 9 steps, update monthly,
misses under one percent.

4) Centralize requests.
↳ Move all asks to one queue, triage daily, 100% tasks
logged before work starts.

5) Protect focus blocks.
↳ Give two 90-minute quiet blocks daily, no pings, cycle
time drops 20%.

That's the job.

Where are you still rewarding last-minute heroics over
quiet, repeatable delivery?

♻ Repost this if it helped
✅ Follow Kinza Azmat for posts on growing, leading, and scaling a business

Your “strategy” is fine.

Until a buyer sees these 10 red flags.

Buyers don’t pay for busy.
They pay for focused, scalable, de-risked cash flow.
Good companies lose nearly 20–40% in diligence for this.

Fix them now, while you’re growing.
Not when you’re tired and selling.

The 10 signs I flag in broken strategy:

1) No clear vision
➟ Direction is fuzzy or undocumented.
➟ It matters because teams misfire, execution slows and value drops.
➟ Use this before planning or any pivot.

2) Chasing every trend
➟ Shiny objects crowd out core focus.
➟ It matters because roadmaps fragment and cash gets wasted.
➟ Use this when new tools or channels tempt you.

3) Ignoring data
➟ Decisions are made blind.
➟ It matters because bad bets stack up and margins leak.
➟ Use this during weekly ops and pricing calls.

4) Overlooking customer needs
➟ Strategy is product-first, not customer-first.
➟ It matters because churn climbs and LTV falls.
➟ Use this before launches, messaging, or roadmap reviews.

5) Competing on price alone
➟ Discounting replaces value.
➟ It matters because margins squeeze and brand weakens.
➟ Use this when you're losing mostly on price.

6) No plan for scaling
➟ Growth runs without systems.
➟ It matters because chaos hits, SLAs slip, and cash crunches.
➟ Use this when capacity strains or demand spikes.

7) One-size-fits-all thinking
➟ Strategy is copy-pasted from others.
➟ It matters because misfit plays burn time and money.
➟ Use this when borrowing outside playbooks.

8) Failure to adapt
➟ Strategy stays stuck while the market moves.
➟ It matters because you lose share and offers go stale.
➟ Use this when lead indicators shift meaningfully.

9) Underestimating competitors
➟ Complacency toward rival moves sets in.
➟ It matters because surprise losses hit core accounts.
➟ Use this during QBRs or after big deal losses.

10) Lack of accountability
➟ No single owner on results.
➟ It matters because drift sets in and targets get missed.
➟ Use this at every initiative kickoff.

How to use this:
Run it in your next leadership meeting.
Pick two to fix this week.
Assign owners and deadlines.

When these go quiet, execution gets crisp and cash flow steadies.
That’s what lifts valuation long before you sell.

Save this for your next QBR or investor check-in.

♻ Repost this if it helped
✅ Follow Kinza Azmat for posts on growing, leading, and scaling a business

Clean financials matter.

They just aren’t what makes buyers stretch.

They pay up when you can keep customers, replace yourself, and raise prices.

I've sat on both sides of the table in M&A deals.

The pattern is always the same.

Clean financials open the door.
They never close it at a premium.

Every buyer I've worked with runs the same quiet audit after the books check out.

They dig into three things:
→ Do customers stay?
→ Does the business run without one person holding it together?
→ Can it raise prices without losing the room?

That's the real scorecard.

I've watched multiples drop mid-deal because the answers to those three questions didn't hold up.

But the structure underneath it wasn't built to transfer.

Here are five checks most owners skip because revenue is up:

1) Track customer retention.
↳ Group by start month, review quarterly, keep 6-month revenue retention over 90 percent.

2) Cut customer concentration.
↳ Rank customers quarterly, cap top five below 30 percent of total revenue.

3) Grow contracted revenue.
↳ Use annual agreements with auto-renew, audit twice yearly, hit 70 percent of revenue contracted.

4) Prove pricing power.
↳ Raise prices annually, track win rate monthly, keep gross margin above 55 percent.

5) Reduce owner dependency.
↳ Document key workflows, test handoffs monthly, keep owner time below 10 hours weekly.

That’s the standard.

Which one are you pretending is fine because revenue is up?

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✅ Follow Kinza Azmat for posts on growing, leading, and scaling a business

Business owners like comparing business to chess.

Chess is finite. The king falls. Game over.

That's not how exits work.

Business is Go.

Every decision you make places a stone.
Every stone claims territory.

The board doesn't shrink. It expands.

Buyers don’t pay for hero moves.
They pay for territory: recurring cash, retention, systems, team.

If you’re chasing checkmate, you’re capping your multiple and burning runway.

I turned that into a Go-inspired playbook for founders building to exit:

1. Go mindset over chess kills
→ Stop hunting checkmate.
→ Place stones in ops, customers, systems.
→ Your board expands with every hire or process tweak.

2. Lost deals = territory saved
→ Pass on that shaky client contract today.
→ In 3 years, it's the cashflow bullet you dodged while scaling steadily.

3. Skip "must-have" buys
→ That shiny tool or subscription? Passing looks cheap short-term.
→ It frees budget for core growth.
→ Think outsourcing vs. hiring too soon.

4. Stack small wins daily
→ Nail recurring revenue tweaks now.
→ A 10% pricing lift. A tighter onboarding flow.
→ They compound into 7-figure exits later.

5. Patience over power moves
→ Influence your niche slowly.
→ Build referral networks.
→ Brute-force ads burn cash. Territory endures.

6. Zoom out on "losses"
→ One bad hire flops? Not a war lost.
→ It clears space for your all-star team.
→ That team drives 3x valuation.

7. Do nothing strategically
→ Ignore VC bait or trendy pivots.
→ The founders who waited cashed out bigger.
→ Skipping the hype is a move in itself.

8. Cut shiny distractions
→ Ditch side gigs chasing trends.
→ Refocus on your hero product.
→ Margins explode when you stop splitting attention.

9. Messy over clean narratives
→ PE loves chess stories.
→ Your exit is built from gritty increments.
→ SOPs. Retention. Slim burn. Nothing glamorous. Everything valuable.

10. Think territory, not moves
→ Customer loyalty. IP moats. Predictable cash.
→ Founders exit rich by encircling value.
→ Place stones relentlessly.

How to use this:
- Pick two plays for this quarter. Place one stone weekly.
- Track territory: ARR quality, margins, retention, contract length.
- Review monthly and reallocate stones fast.

This is how you stop building a job and build an asset.
Territory compounds. Flashy moves don’t.

Save this and run one play before your next budget call.

♻ Repost this if it helped
✅ Follow Kinza Azmat for posts on growing, leading, and scaling a business

Premium exits go to business owners with clockwork revenue.

Turn recurring cash into your moat.

Most SMBs run profitably, but without predictability.
Buyers dock surprises, and they pay premiums for steady systems.
Get these numbers right and diligence shifts from interrogation to confirmation.

Here are 7 exit KPIs to track now:

1) Recurring Revenue: make it automatic.
↳ Cash that lands like a paycheck lowers buyer anxiety. 
↳ Drive MRR growth of 20 to 40 percent per year.
→ Plot renewals by month; secure multi-year deals with baked-in increases.

Note: If one quick cancel wipes it out, it is not a moat.

2) Revenue Growth Rate: steady over spiky.
↳ Buyers read the slope before your story. 
↳ Hold consistent 30 percent plus growth.
→ Set quarterly targets by segment and channel; smooth promos to avoid peaks and cliffs.

Note: Volatility cuts your multiple first.

3) EBITDA Margin: profit that sticks.
↳ In diligence, durable profit beats optimism. 
↳ Maintain EBITDA margins in the 15 to 30 percent band.
→ Remove owner perks from the P&L; lock pricing ahead of cost rises.

Note: Shifting "adjusted" figures erode trust fast.

4) Gross Margin: pricing power proof.

↳ A wide spread signals negotiating power with customers and suppliers. 
↳ Sustain 50 to 70 percent gross margin.
→ Reconcile COGS monthly; raise prices or cut SKUs that drag.

Note: Thin margins mean you are selling hours, not outcomes.

5) Churn Rate: keep who you win.
↳ Retention turns revenue into an asset. 
↳ Keep logo churn under 5 percent a month.
→ Run save plays at day 60 and 90; patch onboarding gaps in the first 30 days.

Note: Offsetting churn with upgrades hides the leak, not the risk.

6) LTV to CAC: unit economics that work.
↳ You last by earning more per customer than you spend to get them. 
↳ Keep LTV to CAC at 3 to 1 or better.
→ Tighten payback under 12 months; cut losing channels and double down on real ROAS.

Note: If CAC climbs while retention slips, pause and diagnose.

7) Net Revenue Retention: expansion inside the base.
↳ Growth from current customers is the cheapest fuel. 
↳ Push NRR to 110 percent plus.
→ Wrap add-ons into quarterly reviews; design tiers that invite upgrades.

Note: No QBR cadence means no upsell rhythm and weak NRR.

Exit-ready is a daily operating system, not a last-minute package.
Track these weekly and you compound valuation before the LOI shows up.

Which one hits hardest right now?

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7 Exit KPIs Every SMB Founder Must Track

Your business is probably worthless.

I don't mean it's not profitable. 

I mean if you tried to sell it tomorrow, nobody would buy it.

McKinsey just confirmed what I see every day: 92% of small businesses that try to sell actually shut down instead. Link here: https://lnkd.in/dPuGPMkx

2.9 million Baby Boomer business owners are about to discover their life's work has zero exit value.

Here's the test: Could your business maintain current revenue for 90 days if you disappeared completely?

If you hesitated, you already know the answer...

The hardware store on Main Street for 40 years. 

The regional manufacturer with 75 employees. 

The family HVAC company serving three counties.

When these owners try to retire, most will discover nobody wants to buy what they've built. 

Not because the businesses aren't good. 

But because the businesses ARE the owners.

Customer relationships tied to personal reputation. 

Operations dependent on instincts developed over decades. 

Critical knowledge locked in one person's head.

This is the quiet crisis about to devastate rural and small-town America. When these businesses close, jobs disappear in communities with no alternatives.

On Tuesday, I'm breaking down the specific work required to transform an unsellable business into one buyers will fight over. 

Fair warning: it might take years of focused effort.

But right now, I want to hear from you:

Business owners: What percentage of your revenue would disappear if you left for 90 days?

Buyers/advisors: What's the fastest way you identify an unsellable business?

Be honest in the comments. 

This conversation matters more than most people realize.

He started new companies so fast his team couldn't execute.

10 ways Richard Brandon built a 400 company empire

Here are some lessons from what happened next:

LESSON 1: Never let the shiny new thing endanger the cash engine

When Branson pushed Virgin Atlantic, his partners nearly revolted. They thought he'd bet the company on an airline.

His move: Structured it so Virgin Music was "scarcely at risk." Lease terms where Boeing could take the plane back. Capped downside.

Your move: Before starting something new, ask: "If this fails completely, does it threaten what's working?" If yes, don't start yet.

LESSON 2: "Fun" is not a business criteria when you have a team depending on you

Early Branson: "Fun" was his prime business criteria. He took on "huge, apparently unachievable challenges" because they excited him.

The cost: His team couldn't plan. Priorities shifted. Execution suffered.

Your move: Ask: "Is this new venture strategic, or is it just interesting to me?" If it's just interesting, save it for later.

LESSON 3: Hire operators, not helpers

Virgin's record shops bled money because of "leadership gaps." Nobody could "organize them effectively."

Branson's fix: Found entrepreneurial managers, gave them resources, got out of their way. 

Your move: Stop hiring people to execute your ideas. Hire people who can own the entire business while you stay out.

LESSON 4: Keep sentiment out of capital allocation

Virgin had 102 record shops in the UK. They mattered for branding but bled cash.

Branson sold 67 shops to W.H. Smith for £23M in June 1988, even though it hurt the brand visibility.

Your move: List your current ventures. Which ones are bleeding attention/cash without earning their keep? Be willing to sell or shut down.

LESSON 5: Start small with capped downside, not big with uncapped risk

Virgin Atlantic started with one plane, lease terms that let them exit cleanly, and separation from Virgin Music.

"Dip our toe" before "bet the company."

Your "next new thing" checklist: 
(1) Can we do this without risking what we actually do? 
(2) Can we cap downside? 
(3) Can we exit w/o a mess if it fails? If no, don't start.

These 5 lessons changed how Branson operated.

But they don't tell you:
→ The complete framework for when to say yes vs. no to new opportunities
→ How to structure ventures so they don't cannibalize each other
→ What to do when you have 10 ideas but can only pursue 2

Tuesday's newsletter has the full Offensive Coordinator → Head Coach playbook.

If you start things faster than your team can execute, this one's for you.

Haven't taken the quiz yet? Find out your archetype: ownerquiz.com

See you Tuesday morning.

1o ways branson built a 400-company empire

$5T Baby Boomer businesses will attempt to transfer ownership in the next decade.

92% will shut down instead because nobody will buy them.

That's 2.7 million businesses closing. 

32 million jobs at risk. 

Trillions in wealth evaporating.

In Tuesday's newsletter, I break down:

- The devastating McKinsey statistics everyone's ignoring
- Why rural America is about to lose its economic backbone
- The specific work required to make an unsellable business sellable
- Why waiting until you're ready to retire means you're already too late

This is the quiet crisis that will reshape America...

Full newsletter drops Tuesday. Here's the link to the Fortune article: https://lnkd.in/dAEFphDm

Follow to make sure you get it.

Fortune: $5T baby boomer companies coming up for sale in the next decade...most wont transition

Launching Human Edge OS & CoachingExercises.com | Coaching Psychologist | Favikon #1 UK Meditation & Mindfulness | Salesforce Leader

Most performance and leadership challenges aren’t skill gaps...
They’re operating system problems

Capable professionals often hit friction after success; not before
More responsibility. More visibility. More pressure
The work still gets done, but it starts to cost more internally

I work with technology professionals and leaders to understand how they operate under pressure. And where hidden strain, blind spots, or unsustainable patterns are quietly forming

My approach is diagnostic-first, not motivational

Before advice, we build clarity around:
- how energy and recovery are really holding up
- how decisions narrow or shift under load
- how stress shows up in behaviour, communication, and boundaries
- whether the current pace is actually sustainable

This work sits at the intersection of conscious leadership, performance psychology, and applied neuroscience

It’s developmental, not clinical and designed for people who want insight and agency, not labels or hype.

Much of my work focuses on modern, distributed work where performance depends less on supervision and more on self-regulation, clarity, and recovery

If you’re:
- technically strong but carrying increasing pressure
- stepping into greater leadership or visibility
- performing well externally while compensating internally

You’ll likely find the diagnostics in the Featured section useful

👉 Start with the Burnout Risk & Recovery Scan or the Leadership Operating System Diagnostic

Note: All views expressed are my own and relate to general workplace psychology, not any past or current employer

Stephen Baines

Burnout doesn't happen overnight

It's a slow burn most people don't notice until they're already in the ashes

Here's how the cycle actually works:

𝗧𝗛𝗘 𝗕𝗨𝗥𝗡𝗢𝗨𝗧 𝗟𝗜𝗙𝗘𝗖𝗬𝗖𝗟𝗘:

1. Execution Phase (The Spark)
High energy. Optimism. New challenges embraced enthusiastically
→ Symptoms: Increased productivity, high job satisfaction, sustained energy
→ Feels like: "I've got this"

2. Onset of 'Di-Stress' (The Flicker)
Productivity slips. Work becomes a chore. Focus wavers
→ Symptoms: Procrastination, fatigue, irritability, reduced concentration
→ Feels like: "I just need a holiday"

3. Chronic Stress (The Smouldering)
Constant stress with physical and emotional exhaustion. Performance drops
→ Symptoms: Persistent fatigue, detachment, increased cynicism, potential physical illness
→ Feels like: "Something's wrong but I can't stop"

4. Burnout (The Ash)
Complete exhaustion and inability to focus. Requires dedicated recovery time
→ Symptoms: Severe apathy, potential depression, total lack of motivation, feeling "empty"
→ Feels like: "I have nothing left"

5. Recovery (The Rise)
Seek support, set strong boundaries, focus on self-care, rest and re-evaluate
→ Outcomes: Feeling more driven and aligned towards a purpose
→ Feels like: "I'm coming back, differently this time"

𝗧𝗛𝗘 𝗣𝗔𝗧𝗧𝗘𝗥𝗡 𝗜 𝗦𝗘𝗘:

Most high performers don't recognise Stage 2

They push through fatigue
Dismiss the warning signs
Tell themselves "it's just a busy period"

By Stage 3, they're running on fumes but can't stop
By Stage 4, stopping isn't a choice anymore

The cruel irony?

The traits that made them successful (drive, commitment, high standards) are the same traits that keep them in the cycle

𝗧𝗛𝗘 𝗥𝗘𝗔𝗟𝗜𝗧𝗬:

Burnout isn't weakness
It's the cost of ignoring the signals for too long

Recovery isn't about "pushing through"
It's about building a sustainable system

The goal isn't to avoid hard work
It's to recognise when hard work becomes self-destruction

𝗧𝗛𝗘 𝗕𝗢𝗧𝗧𝗢𝗠 𝗟𝗜𝗡𝗘:

Know where you are in the cycle

Stage 1? Protect it.
Stage 2? Address it now.
Stage 3? Sound the alarm.
Stage 4? Get help immediately.
Stage 5? Rebuild with boundaries.

Your career is a marathon, not a sprint

The best performers aren't the ones who burn brightest
They're the ones who burn longest

💬 Which stage have you experienced? What helped you recover?

♻️ Repost to help someone who might not realise where they are

➕ Follow Stephen Baines for psychology that builds sustainable performance

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