Starting with the end in mind is the first lesson in Cash Flow Mike’s Clear Path To Cash. It discusses the importance of bringing the reasons you got into business in the first place to the forefront of most decisions you have in your business.

By the end of this lesson, you should be able to:

• Explain what is meant by the term transferrable value and why it is important to you.
• Apply the concept of transferrable value to calculate the money needed to do what you want to do next.
• Illustrate how your business should run to create transferrable value.
• Make use of the critical components of building a brand to create a value proposition for your customers.