The Business Is the Product: How Product Obsessed Businesses Sabotage Their Own Success

You don’t have a product problem. You have a business model problem.

Far too many entrepreneurs believe that if they build a great product, success will follow. But what if your business is the product—and the real difference between growth and stagnation lies not in what you sell, but how you operate?

In The Business Is The Product, serial entrepreneur and seasoned business strategist Shawn Khorrami breaks down the most dangerous myth in small business: that excellence in one area—product, service, or expertise—will compensate for weak systems, poor operations, or unclear positioning. Drawing from the author's experience founding and advising over a dozen companies, this no-fluff guide will reshape how you think about business.

Inside, you’ll discover:

• Why so many brilliant founders hit growth ceilings—and how to break through them
• How to turn your company into a high-performance engine, not just a collection of tasks
• The real reason customer acquisition feels like a grind—and what to fix upstream
• How to shift from “solving problems reactively” to designing a business that prevents them
• Why your product isn’t your competitive edge—your systems are

From startup founders to seasoned operators, this book delivers an unflinching, practical roadmap to building a business that runs smoother, scales smarter, and delivers sustainable value—without burning out its creators.

Because in the end, it’s not about building a better product.

It’s about building a better business.