Support Your Friends – For Real! / Chris Blog / Chris

There’s a strange pattern I’ve seen repeat itself again and again.
When someone we know starts a business—whether selling their time, a service, or a physical product—we often respond with a cheerful “Congratulations!” or “Good luck!” We mean well, but too often it stops there. Worse, the next question is, “Do I get a friends-and-family discount?”

I’ve seen this from both sides. I’ve launched, run, and relaunched projects for more than forty years. Right now, here in Gothenburg, I’m bringing back to life an idea that’s been dormant for over fifteen years. The project was born with great energy but halted by the 2007 financial crisis before it ever got off the ground.
This is one of my most important initiatives this summer and autumn—maybe one of three big ones I’m running in parallel. And I can promise you: every time you start something new, you quickly see how people around you choose to support—or not.

Dreams Have No Expiration Date

Reviving an old idea reminds me that it is never too late to start again.
Age isn’t a barrier. Experience is fuel, not a brake.
But hitting the start button again takes courage—and courage needs nourishment. That nourishment is support.

It’s easy to assume entrepreneurs are fearless. The truth is that every new venture balances excitement and anxiety. It might mean investing savings, leaving a secure job, or exposing creativity to an audience that might not understand it. A single encouraging word matters—but real support demands more than words.

The Discount Culture That Drains Momentum

Here’s the tough part: those closest to you are often the first to expect a discount, a special price, or a shortcut.
As if friendship itself were a coupon. I’ve lost count of the times I’ve heard: “Can you give me a better price?” or “We go way back—surely you can lower the rate?”

Most don’t mean harm. They think they’re showing appreciation by buying—but forget that a new business needs every euro, every confirmation that the product or service is worth the price. A “friends and family” discount can be the difference between breaking even and going under.

And believe me: when the project collapses, none of the people who asked for a discount will be there to help you back up. When revenue dries up and reality hits, they’re gone. You’re left alone with the bills, while the “special price” crowd fades into the background.

That’s why it’s obvious to me—and should be for all business—that we pay for value, not for the discount.

What Real Support Sounds Like

True support sounds different:

“Of course I’ll pay full price—I want to support your project!”

That sentence is oxygen for an entrepreneur.
But support goes beyond the price tag. It’s revealed in actions. Four powerful ways truly make a difference:

Pay full price immediately.
Order without debate, without waiting for a sale. Show that you value the work.
Be a loud ambassador.
Share in your networks, explain why the project is worth every penny. Your word carries weight.
Offer your skills.
Photography, coding, logistics, legal advice, marketing—whatever you can do means more than you think.
Open doors.
Introduce investors, invite them to your podcast, newsletter, or event. One meeting can change everything.

These four pillars are simple but powerful. They work just as well for a friend selling handmade products as for someone freelancing as a designer, musician, or consultant.

Why It Truly Matters

Genuine support isn’t just being nice. It’s an investment in a society where more people dare to create, where more ideas have the chance to grow.
When we pay full price, we signal that creativity and hard work have value. When we open our networks, we strengthen the entire ecosystem of entrepreneurs, artists, and independent professionals.

Imagine if we all acted this way: how many more small businesses would survive their first year? How many more ideas would become reality?
Support is not charity—it’s community building.

A Personal Expectation

As I give my project a second chance, this is exactly what I expect.
Not as a demand born of anger, but as a basic truth of serious entrepreneurship.
I’ve learned that experience is a motor, and that courage deserves action.

That’s why I say to friends, colleagues, and to you reading this:
Next time someone you know starts something new, whether selling their time or a product: don’t haggle.
Don’t ask for a discount.
Instead, ask: “How can I truly support you?”

Small Actions, Big Impact

Maybe you’re thinking: “But I can’t afford to buy something right now.” That’s fine.
Support isn’t always about money.
You can:

Share their posts on social media.
Leave an honest, positive review.
Bring a friend to their opening, gig, or launch.
Recommend their services when someone in your network needs them.

It takes minutes but can provide crucial visibility.

The Future Is Built by Us

Entrepreneurship is risky, often lonely, sometimes scary.
We who stand beside can be the difference between an idea dying or taking flight.
When we support our friends’ bold steps, we strengthen our own culture of creativity and action.

So next time a friend says:

“I’m starting my own business.”

…you’ll know the right reply:

“Fantastic—I’m behind you. What can I do?”

That’s support.
That’s how ideas gain wings and become reality.

By Chris...

Support Your Friends – For Real!