Guest: Ray Samuels, Growth Advisor and Founder, Cer Capital

Episode in a sentence: Ray shares how “done beats perfect,” why relationships are the real currency, and how a simple idea plus disciplined iteration can create momentum, funding, and valuation growth.

What we cover

• From high-school dances to London Telecom to Direct Energy: Ray’s entrepreneurial through-line
• The 65% rule: ship, listen, iterate
• “Clarity beats complexity,” and getting “pedestrian” with customers to gather real feedback
• G.R.O.W. mindset: Gratitude, Resilience, Optimism, Willpower
• The Equal Tank story: a simple washer-fluid dispenser, environmental impact, and national rollout
• Funding growth: why sales orders are easier to fund than ideas
• Packaging a story investors understand and want to back
• Daily relationship rituals that keep your network alive

Key takeaways

• Ship at 65% and improve with feedback
• Relationships compound if you maintain them intentionally
• Keep the product and the story simple so adoption is easy
• Growth needs cash, data, and proof, not perfection
• Momentum creates new problems, but they are the right problems

Timestamps

• 00:00 Meet Ray and the power of relationships
• 02:30 Early entrepreneurship: dances, driveways, done over perfect
• 07:10 Iteration vs. perfection and the 65% rule
• 08:50 Clarity beats complexity and learning to listen
• 18:20 The G.R.O.W. mindset explained
• 23:20 Equal Tank: simple solution, big impact
• 28:20 When and how to fund growth
• 35:50 Packaging the story for partners and investors
• 36:30 Wrap: relationships and iteration as operating systems

Connect with Ray
LinkedIn: https://www.linkedin.com/in/ray-samuels-a20165/

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