When Samuel Adam's Beer was first getting started, Jim Koch, the founder, got a call from his uncle, one of the first investors in the company. This is one of my favorite stories about starting a business and sales.
His uncle asked "What did you do today?"
I told him I'd spent the day shopping for a computer system. When he asked me why, I explained that I figured I'd need a computer to keep track of sales, payables, and the like.
"Oh yeah," he said, "sales. By the way, have you got any?" I admitted that I did not.
"So what the hell are you doing buying a computer?" he demanded. "You know, Jim, I've seen a lot more businesses go broke because they didn't have enough sales than I've seen go under from lack of computers. Why don't you work on first things first?"
Sales are what drive business. I see people and even CEO's forget this all the time.
I met someone who was started a Juice business, and they were spending their time shopping for a juicer and making a logo.
I was talking to another business owner and they were talking about how they wanted to create a community and then eventually sell them something later.
I saw a tweet from a well known entrepreneur in Silicon Valley saying that culture is the most important thing in a company. Go ahead and try making a culture with no sales and the money sales generates.
* read the full story: https://www.inc.com/magazine/19880301/5901.html