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The Terrifying Art of Finding Customers: A Sleep-Deprived Founder’s Guide to Revenue
From one of North America’s top sales development leaders comes a powerful three-stage blueprint designed to guide startups to predictable revenue.
Are you a startup founder with a great product but no sales? Do prospective clients say your product is interesting, but no one’s buying?
Collin Stewart, founder and CEO of Predictable Revenue, shares hard-earned lessons about navigating the chaos of a startup and the daunting task of finding your first customers. The Terrifying Art of Finding Customers is a straight-talking guide for founders focused on tackling the essential steps to growth in the right sequence.
This is an invaluable resource for any founder, organized into informative, practical sections covering the three major steps in a startup’s finding product-market fit, closing your first customers, and building a scalable revenue engine. It offers clear milestones, practical benchmarks, complete with real stories of successes and pitfalls to help founders learn from mistakes and make lasting impact. With advice that starts with the uncommon art of actually listening to prospective clients, Stewart leads you from measuring the strength of your product-market fit through to hiring your first sales rep, using language and techniques that will make sense to all regardless of their sales experience. Through step-by-step milestones and benchmarks, he demystifies the process of finding your first customers, empowering founders to move forward with clarity and confidence.
Are you a startup founder with a great product but no sales? Do prospective clients say your product is interesting, but no one’s buying?
Collin Stewart, founder and CEO of Predictable Revenue, shares hard-earned lessons about navigating the chaos of a startup and the daunting task of finding your first customers. The Terrifying Art of Finding Customers is a straight-talking guide for founders focused on tackling the essential steps to growth in the right sequence.
This is an invaluable resource for any founder, organized into informative, practical sections covering the three major steps in a startup’s finding product-market fit, closing your first customers, and building a scalable revenue engine. It offers clear milestones, practical benchmarks, complete with real stories of successes and pitfalls to help founders learn from mistakes and make lasting impact. With advice that starts with the uncommon art of actually listening to prospective clients, Stewart leads you from measuring the strength of your product-market fit through to hiring your first sales rep, using language and techniques that will make sense to all regardless of their sales experience. Through step-by-step milestones and benchmarks, he demystifies the process of finding your first customers, empowering founders to move forward with clarity and confidence.
248 pages, Paperback
Published October 28, 2025
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January 18, 2026
I wish I had read The Terrifying Art of Finding Customers 15+ years ago when I started my first company. The book delivers clear, practical guidance on how founders should focus their time and energy to drive real traction, without fluff or academic theory. The author shares hard-earned lessons and common pitfalls from real startup experience, making the advice immediately actionable. This is an excellent guide for founders who want to build a company with a genuine chance of success.
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