I was on a Teams call today with an old-time friend who just opened her firm in London. She asked a simple but dangerous question: “Kunle, I know you are on your 4th startup, what should I not waste time doing during my early months as a startup founder?” Yes, I’m on my fourth successful startup, and here’s the unfiltered truth; earned the hard way:
- Don’t idolize your product.
Fall in love with the problem, not the product. Beauty doesn’t pay bills. Function does. If what you’re building doesn’t solve a real, painful, recurring problem, no amount of polish will make people part with their money. - Stop overdesigning pitch decks.
If your 10 slides don’t roll off your tongue, you don’t understand your business yet. Write them on paper first. The hardest slide is projections; because it exposes weak thinking fast. If you’re stuck, the issue isn’t design. It’s clarity. - Don’t “dry-run” a startup.
You need real experience in at least 60% of the business. If you can’t personally execute more than half of what the company needs, it will stall. Ideas don’t build companies; competence does. - Don’t fly solo.
You need co-founders. Period. No one builds anything meaningful alone. See point #3. - Don’t spend money on fake progress.
Branded hoodies, tees, and swag won’t save your runway. Do that after a serious round. Early on, cash is oxygen; don’t burn it on feelings. - Don’t hide in stealth mode.
Talk to people. Validate aggressively. Nobody is waiting to steal your idea; and if they are, they’re already ahead of you. Validation gives you leverage. Silence gives you blind spots. - Don’t build a “better” version of the competition.
This is where founders lie to themselves. Being different doesn’t automatically mean being better. If you’re chasing someone from behind, be honest, you’re not ahead yet. Win by reframing the game, not copying it. - Don’t lose focus.
Every feature must earn its place. Ask: Does this move the needle now? You and your team are not the needle; customers are. Never build for some imagined future. Build for today’s measurable gain. - Don’t go big too early.
This isn’t Vegas. Big bets kill young companies. Build the smallest possible version that works; and make it hum.
If it’s ugly, ask if it works.
If it works, ask if it works well.
Only then worry about how it looks.
Pyramids aren’t built by vision alone.
They’re built one block at a time.
~ Diamond Ìlòrí