---
title: | Words to Live By
description: Words to Live By | Authored by Dax and Zach Cross. These provide an expert perspective on how to increase ARR, improve culture and increase enterprise sales and retention
---

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# Cross Operating Partners Blog

* Lessons from 20 years building and scaling enterprise B2B companies, written by operators, for operators. *

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### [Words to Live By: It’s easier to sell aspirin than vitamins](https://www.crossoppartners.com/cross-operating-partners-blog/words-to-live-by-its-easier-to-sell-aspirin-than-vitamins)

![Picture of Zach Cross](https://www.crossoppartners.com/hs-fs/hubfs/Zach%20Headshot.jpeg?width=50&name=Zach%20Headshot.jpeg) [Zach Cross](https://www.crossoppartners.com/cross-operating-partners-blog/author/zach-cross)

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### [Words to Live By: "Time Kills All Deals"](https://www.crossoppartners.com/cross-operating-partners-blog/time-kills-all-deals)

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