Startups are a long game. Here are ten reflections from the past year as we turn the page to 2025.

‍

10. Handle conflicting feedback

Everyone you speak with about your startup will have an opinion and the feedback may be all over the place. Absorb it all, take what is relevant, and give more credence to trusted people who have done it before.

‍

9. Maintain optionality

Early on in your startup there are lots of unknowns (ICP, go-to-market strategy, pricing, etc.). Be careful locking yourself into a certain path until you start getting more clarity.

‍

8. Charge early customers

It is much better to learn sooner that customers won’t pay for your product before you have spent a lot of time and money building unnecessary product features. To help with that, I highly recommend charging your early customers something greater than zero to prove some willingness-to-pay and get better feedback on your product.

‍

7. Beware of stealth mode

I sometimes meet with startups who are very secretive about what they are working on in “stealth mode.” In most cases someone else in the world already has the same idea, and you just end up delaying the early feedback necessary to pivot your solution into a must-have.

‍

6. Avoid common perceptions that may not be accurate

There are many perceptions given to founders as truth. Here are a few common perceptions that I would challenge the underlying assumptions.

‍

5. Believe in yourself

There are lots of “No’s” as a startup founder. Don’t let that “no” bring you down. Instead learn from it, make adjustments but stay true to your vision, and use that “no” as a chip on your shoulder to keep moving forward.

‍

4. Own it

Ultimately you are the one in control. Don’t blame others or find excuses; rather own it and be the expert on your area and use that expertise and knowledge to accomplish your goals.

‍

3. Think bigger

It is easy to think small and be the best in a small pond. While I love starting your business in a niche, push yourself to think bigger about the opportunity in front of you. That vision will help attract team members, customers, and investors.

‍

2. Focus on what customers do

I hear so many entrepreneurs tell me that everyone loves their idea and wants to buy their product. Be careful. During discovery, follow The Mom Test line of questioning around understanding their problem. Really pay attention and ask about what they do/have done, versus what they think. Everyone has an opinion, and what someone tells you they will do and what they have actually done can be two different things.

‍

1. Have fun

Find a business problem that you love, work with great people, and enjoy the ride. While crazy, building a startup should be a fun journey.