There’s this moment in every founder’s journey where you realize:

This is harder than I thought.

Harder than the tweets make it seem.

Harder than the newsletters that gloss over the early years.

Harder than the LinkedIn posts that skip to the exit.

But if you’re here—on the messy, winding road of creation—this post is for you.

Here’s everything I’ve learned (and am still learning) about building a company from the ground up. The mindset. The strategy. The soul works underneath it all.

1. Going from $0 to $1M is hard. Keep going.

There’s a myth that if your idea is good enough, it’ll catch fire quickly.

But even for VC-backed companies, it takes $3–5M+ in capital and 2–3 years from launch to start seeing traction.

So if you’re early and things feel slow—you’re not doing it wrong. You’re just doing the hard part.

2. Forget “the one” idea

There is no one perfect idea.

There’s just momentum.

Most successful companies look nothing like their original vision.

They pivot. They experiment. They evolve. That’s the job.

Waiting for the perfect idea is just another form of procrastination.

And even if your idea is great—it’ll either be copied, iterated on, or eventually outgrown. (Remember AOL?)

Your job is to start, listen, and iterate.

3. True creativity isn’t originality—it’s recombination

Very few ideas are truly new.

Even if you invent something revolutionary, someone bigger might copy it (hello, cauliflower flour).

That doesn’t mean you give up.

It means you play the game differently.

Most breakthroughs come from connecting dots, blending insights, and trying 100 things until one clicks.

4. Bootstrap if you can. Especially in the early days.

You don’t need millions to start.

You need clarity, consistency, and customers.

Bootstrapping gives you freedom—over your decisions, your values, your equity, and your voice.

Prove out product-market fit first. Then, if you want to scale, raise on your terms.

5. Zoom out. Look at the entire chain.

Every product has a value chain.

Most people only focus on the shiny top layer. But innovation often hides underneath.

Packaging, logistics, education, sourcing, delivery—each one can be its own business.

Same with the user journey.

Look for the steps that are inefficient, ignored, or frustrating. That’s where opportunity lives.

6. Don’t be afraid of “boring” industries

Consumer startups are flashy—but rare.

The money? It’s often in B2B.

Fewer competitors, higher prices, clearer problems.

Your operational brain, your love of systems—it all matters here.

Let go of needing your work to look “cool.” Build where you can actually make a difference.

7. Know your “why” or you’ll burn out

Startups are a grind.

There will be moments where the money isn’t flowing, the feedback isn’t great, and you question everything.

If you’re not deeply rooted in why you started—you’ll quit.

Purpose keeps you going.

And that purpose often involves people: the ones you want to help, inspire, or serve.

Don’t follow trends. Follow your own fire.

8. Build a personal brand alongside the business

Even if your product changes, you stay with you.

Your brand is your reputation, your ideas, your relationships, your proof of value.

It unlocks consulting gigs, speaking invitations, early adopters, feedback loops, and more.

And when you’re ready to launch your next thing—your audience will already be there.

9. Fall in love with the process

Don’t wait until you “make it” to start enjoying the work.

Celebrate the curiosity. The small wins. The late nights spent learning how to do something you never imagined.

Remember: Even startups have a ladder.

There’s no escape from the grind—just different versions of it.

But if you choose a path that lights you up?

The work becomes its own reward.

10. There is no such thing as overnight success

Everyone struggles.

Everyone fails.

Even the most successful founders have slept on couches, questioned everything, and started over more than once.

Media hype is just that—hype.

You don’t know what’s behind the scenes.

Keep your eyes on your lane. Trust the long game.

11. Focus on what actually moves the needle

80% of results come from 20% of the effort.

So stop getting lost in busywork.

Learn what really matters. Do more of that.

Hire for what drains you. Delegate with care.

Remember: hours at the laptop don’t equal progress. Impact does.

12. Start with your first 100 fans

Don’t try to please everyone.

Serve the people who already love what you do.

Listen to them. Learn from them. Build for them.

Whether it’s a B2B product or a coaching offer—create magic for the few, not mediocrity for the many.

13. It takes a few tries

Your first product probably won’t be your last.

That’s okay. That’s normal.

Each build teaches you something new.

And with each attempt, your confidence, skills, network, and intuition grow stronger.

Eventually, it clicks.

But only if you keep building.

14. Dream as big—or as small—as you want

Not every company needs to be a unicorn.

It’s okay to build cash-flow micro-businesses.

It’s okay to create something that funds your creativity and supports your life.

You get to choose your version of success.

You get to define the shape of your ambition.

15. Don’t do it alone

No one builds anything meaningful without community.

Don’t buy into the one-man start-up story.

It’s a myth. And a dangerous one.

People are needed everywhere—your co-founder, your early believers, your first hire, your friends who remind you who you are.

Build with others. It’s more sustainable—and way more fun.

16. Solve real pain points

Pay attention to what people actually do.

What takes too much time?

What are they doing manually?

What feels broken?

That’s where new ideas live.

17. Pay attention to emerging tools

AI. AR. Automation.

They’re not just buzzwords.

They’re tools. Leverage them.

Look at what’s being underused.

Ask: What will this make easier in five years? And how can I build around that now?

18. Learn to let go

Sometimes the best thing you can do for your company is to step aside.

Hire better. Let go of ego.

Surround yourself with people who know more than you.

Founders who thrive long-term learn how to lead—without needing to control everything.

19. Don’t just dream. Make a plan.

Dreams are powerful.

But they mean nothing without action.

Think big, but start small.

What’s the first step?

Then the next one?

Stack the steps.

Feed yourself.

Keep climbing.

20. Zoom out

Most of us think in 1–2 year windows.

Start thinking in decades.

Who are you becoming?

What kind of world do you want to help shape?

This helps you avoid the noise. And it helps you stay steady through the ups and downs.

21. Put yourself in your customer’s shoes—often

You don’t need to guess what people want.

You just need to remember what it feels like to be them.

Use your own product. Talk to your customers. Be in their world.

Even Lyft’s CEO still drives once a month to stay connected.

Be that kind of builder.

22. You’re not the only one struggling

Most of the internet is performance.

But underneath it?

Everyone is figuring it out.

Everyone is scared sometimes.

Everyone wants to know they’re not alone.

So be real. Be kind.

And if you’re here—trying, learning, building?

You’re already doing more than most.

So… keep building.

With purpose.

With patience.

With presence.

And most importantly—build in a way that lets your soul stay intact.