Here’s a stat that stopped me. According to the QuickBooks 2026 Entrepreneurship Trends Survey, 33 percent of U.S. adults plan to start a business or side hustle in the next 12 months. That’s a 94 percent jump from last year. And 57 percent say they’ll launch even if economic conditions aren’t ideal.
Business formations are hitting record or near-record numbers in 2026. The window is open. The energy is real. And so is the problem—more new businesses mean more noise, more competition, and more crowded inboxes than we’ve seen in years.
If you’re one of those new founders, standing out isn’t a bonus. It’s the difference between thriving and struggling in your first 12 to 18 months—a window where small businesses already fail at high rates.
Here’s how this surge is different from previous ones. Customers are more selective with their money than they’ve been in a decade. Look at your own spending for proof. I’m shopping around more than I used to, and asking whether I actually need each thing I buy. Your customers are doing the same.
An Inc.com Featured Presentation
Meanwhile, many founders are launching with strong products and weak marketing. And the old “build it and they will come” line stops being charming the second you realize 10 of your peers built the same thing this quarter.
In this environment, your marketing is your competitive advantage. Not your product. Not your price. The way you get visible, build trust, and make the decision easy is what determines whether you make it.
Having a good offer isn’t enough anymore. The founders who win in 2026 are the ones who get visible fast, build trust faster than their competitors, and make it almost effortless for customers to choose them over the growing pile of alternatives. Marketing isn’t something you do after you launch—it decides whether you survive the first year.
Expand to continue reading ↓