James Lochrie is the co-founder of Wave Accounting, and had a crucial insight less than a decade ago: for many entrepreneurs, accounting is one of the worst parts of running a business, and very few people want to pay for something they don't really want to do in the first place.
James took this insight and turned it into Wave Accounting, a business that has grown to serving over 2 million customers with an innovative "pay-as-you-go" model.
Of course, growth like Wave's usually leads to questions like "What's your secret?" and "How did you get such rapid growth after you launched?" For people looking for shortcuts though, James' answer is bound to be underwhelming: there are none. It was only through "elbow-grease" marketing, doing the hard work and hunting down your customers, wherever they are, that most companies are able to find success. There may be no silver bullet, but success is available to anybody who is looking for it, and are willing to put in the effort to get there.