To Xero CEO Sukhinder Singh Cassidy, small business owners are among the biggest hustlers in the world — who also happens to be incredibly paranoid about anything going wrong.
They have good reasons to be. The margins in a gas station, convenience store, or — in the case of Singh Cassidy’s parents — a medical practice aren’t always high. Recruitment is always a struggle. And when sales are down, many small business owners can’t turn to venture capital or a well-timed merger to bail them out of trouble.
“They live and die by cash,” Singh Cassidy explains.
As such, he

