As a business owner, the decisions you make daily shape the future of your company. With so many choices competing for your time, understanding which ones most affect your company’s value is crucial.

Like bungee jumping, getting married, or hiking the Grand Canyon, selling your business is something you’re likely only going to do once in your life. There’s no practice tee and no batting cage, so it’s worth doing a little planning beforehand.

In a study of 23,158 companies, we found 40% of business owners have one thing in common. They are Rainmakers – the primary revenue driver for their company. Rainmakers are exceptional at rapidly accelerating business growth, but our data suggests they eventually hit a ceiling. Revenue stagnates and business value plateaus, forcing owners to confront the Rainmaker’s Dilemma.

Subscription models have revolutionized how businesses operate, offering a steady, predictable revenue stream and fostering deep customer loyalty. Whether it’s Netflix’s endless library of movies, Spotify’s all-you-can-listen-to music catalog, or a monthly surprise for your dog from BarkBox, subscription-based businesses have captured the imaginations—and wallets—of consumers across the globe.