Want Marcus Lemonis of CNBC’s The Profit to invest in your business? He needs to feel that the business owner believes in the business, and that the business owner is making personal sacrifices in order for the business to succeed. Lemonis wants to see business owners invest their own money into their business. What matters is not the dollar amount of the personal investment, but the relative size. If a business owner has invested a good portion of his or her own savings into the business, it means that he or she believes in what they are doing.