There’s a little sushi place in a strip mall near me that hardly ever seems open.
And there’s hardly anyone in it when it is open.
I assumed it was a failing business.
Turns out…
It’s a Michelin-rated restaurant.
Rave reviews on Yelp.
Only an omakase menu.
Only seats 8 people.
Only takes reservations by phone.
No website.
An expensive – and I assume memorable – experience.
It’s a far cry from failing.
But a good reminder we have no clue what’s going on in most businesses.
Especially online ones.
That person you think is killing it may be losing a fortune.
And the one you see getting crickets on their LinkedIn posts may be cashing huge checks at their bank.
You can’t judge a book by its cover.
(Or a business by its LinkedIn posts.)
