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Lucy started 10k Customers in 2019. They detail the beginnings of their company in their Starter Story interview: 
Q: How did you get started on 10k Customers?
When I walked away from my first company with $500 in the bank, I had a full-blown identity crisis because I didn’t know who I was without a business, or without being the skincare girl.
It was a really scary chapter of my life because I’d garnered so much a) meaning and b) identity from running a business, that when I didn’t have that business anymore, I lost my sense of self.
I knew deep down that I only wanted to be running my own companies, but I also knew that I didn’t have the capital or the desire so soon after walking away from Trefiel to start another product business. And I also knew, like to my bones, that the skillset I’d gained from building that company was going to be incredibly valuable to the world.
So I started freelancing, then I started coaching, then I started consulting and 10k Customers has grown from there.
In a lot of ways, I had my back up against the wall - this business had to work, just like my first one did. But I think the real difference is that I knew that no one was teaching building product companies like I was and when people started flocking to my business and buying all different kinds of programs and events, that I was onto a winner.
My Facebook Ads don’t advertise a product or program, they always talk about solving a problem.
Contributors to this article:
- Pat Walls, Founder @ Starter Story
- Wiki Updater