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Why Business Owners Default to Product Thinking
Product-driven thinking is natural. When most owners think about financing, they start with familiar terms—line of credit, term loan, SBA loan, equipment financing—and assume the match is obvious.
The issue is that loan products are designed for lenders, while businesses experience situations. When those two get confused, the financing “works” on paper but misses the real problem.
The Difference Between a Capital Need and a Loan Product
Most businesses aren’t actually looking for a specific loan—they’re trying to solve a situation.
Common situations include:
- Cash flow timing gaps
- Growth outpacing working capital
- Large one-time expenses
- Seasonal revenue swings
- Balance sheet pressure
Each of these situations can be solved through multiple structures. When you choose a product first, you ignore that flexibility.
How the Wrong Product Quietly Creates New Problems
Picking a product too early often solves one issue while creating another.
Examples:
- Using a term loan to cover short-term cash gaps, creating unnecessary fixed payments
- Taking a line of credit that’s too small because timing was misjudged
- Choosing an SBA loan for rate reasons, then limiting future flexibility
- Using fast capital when patient capital would have been cheaper long-term
In other words: the loan works, but the structure doesn’t.
Why Lenders Don’t Start With Products
Experienced lenders usually don’t begin with “what product should we use?” They start with risk and structure.
They evaluate:
- Duration of the capital need
- Predictability of cash flow
- Impact on future borrowing capacity
- Exit or refinance pathways
Only after these factors are clear does the product choice actually make sense. When borrowers reverse the order, they unintentionally limit lender creativity and optionality.
How Product Fixation Reduces Optionality
Once a product is chosen, everything else gets forced to fit. That often results in:
- Compromised terms
- Over-collateralization
- Layered guarantees
- Reduced ability to add or restructure capital later
The business gets funded—but flexibility is lost.
A Better Framework for Choosing Financing
Better outcomes come from reframing the decision.
Instead of asking: “What loan do I need?”
Ask:
- What problem am I actually solving?
- How long does this capital need to exist?
- How should this appear on my balance sheet?
- How does this decision affect future options?
Products should be selected last, not first.
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