Stop Avoiding What Is In Front Of You

Sep 3, 2025

A mistake I've done frequently as a founder is avoiding the thing that is in front of you.

What stands in the way is the way.

Most founders spend >95% of their time avoiding what actually stands in the way. This is what it typically looks like: going into bold vision planning, going to conferences, pitching at random pitch competitions, talking to investors, having the 7th team meeting about "the strategy". All of these are most of the time just avoidance of the actual task at hand.

Do what is hard first.

There's only one thing that will make your company work: finding product-market fit.

And if you are not spending >80% of your time working on that, your likelihood of building a meaningful company goes to near 0.

Focus relentlessly on the thing that stands in the way. And act on it. Don't just theorize about it. Act.

Only the real changes you ship, experiments you run, customers you talk to count. The rest is a distraction.