Ten Cracked Commandments
Ten Cracked Commandments
What Makes a Great Founder?
I’ve spent over a decade in B2B sales, partnering with founders and CXOs at tech companies—from scrappy startups to public giants with 11-figure market caps. Some scaled into industry powerhouses, while others fumbled and faded. After working closely with many founders, one thing is clear: the great ones are playing an entirely different game.
Based on my personal experience, here are ten qualities that distinguish great founders who build high-performing startups from those that stall out.
1️⃣ Products People Can’t Ignore
Great founders build products that do more than solve problems—they turn heads. These products resonate with a specific market and meet real needs. Many founders start with a personal pain point, which can be a strong beginning. Too often, though, they skip crucial market research, missing the chance to deeply understand their users.
Making life slightly easier isn’t enough. Users seek solutions that deliver a real edge—products that act as force multipliers. Building something truly transformative is hard, but great founders embrace the challenge. That’s what makes them great.
2️⃣ Masterful Storytellers
Until a product can sell itself, founders need to be its voice. They see the world as it could be in 2035 and understand that most people won’t get it right away. That’s where storytelling comes in. Great founders don’t just sell a product; they sell a vision for a better future, focusing on inspiring customers, VCs, and new hires to believe in that vision.
Storytelling is woven into every conversation, demo, and hiring decision. Great founders paint a picture of what’s possible, building momentum even before the product reaches its full potential.
3️⃣ Lead From the Front
“Great leadership is not absence. Great leadership is presence.” - Brian Chesky
Great founders start by rolling up their sleeves and doing the hard work themselves. They tackle the unscalable tasks, mastering every detail and building a deep understanding of what truly works. This hands-on approach keeps them close to their product and ensures they understand every part of it. Instead of chasing every new trend, they build a strong foundation and let technology support their vision.
Too many founders fall for Shiny Object Syndrome, grabbing at quick wins that distract from long-term goals. The best founders stay focused on meaningful engagement, listening to real user feedback and adapting their product based on what they learn. They understand that AI and automation are tools, not solutions in themselves.
4️⃣ Relentless Experimenters
Action drives insights, and great founders know this. They run experiments constantly—testing features, tweaking messaging, and exploring new acquisition channels. Each iteration is a chance to learn, pivot, and refine. It’s a luxury that bigger companies can only pretend to have.
Think about it—how often have you heard a tech giant say, “We operate like a startup”? They’re full of shit, and they know it. For startups, agility isn’t a buzzword; it’s a necessity. Great founders embrace the speed of small experiments and make adjustments on the fly. They understand that big wins often come from small, calculated risks.
5️⃣ Huge Swings
Great founders recognize that playing it safe is often the riskiest decision—it’s why they became founders in the first place. They know when to make bold moves, whether it’s betting on an unproven feature, breaking into a new market, or reimagining a core aspect of the business. Consistency builds trust, but daring decisions, those strategic risks, carve out a place in history. Great founders balance steady progress with huge swings, setting the pace for the market.
6️⃣ Building Actual Communities
Great founders know that chasing crowds is a distraction, so they focus on building dedicated communities. By sharing knowledge freely through blogs, newsletters, and social media like LinkedIn, Twitter, Instagram, and TikTok, they create user-first spaces. This approach fosters genuine connections through value-driven insights.
Founders who build for a loyal community don’t need to fight for attention. They create something worth talking about, and their users spread the word naturally, making a dedicated community far more valuable than a fleeting spike in sign-ups.
7️⃣ Anti-Fragile Culture
Startups aren’t just jobs—they’re missions, and great founders create a culture where challenges are embraced, not avoided. Leading by example, they cultivate a shared sense of purpose that motivates their teams.
With a clear vision, the team rises to the occasion—not out of obligation, but because they’re committed to the journey and take pride in their work. Great founders set the tone with resilience and adaptability, and that mindset becomes contagious.
8️⃣ Assemble All-Star Teams
Success starts with the right people. Great founders can’t afford to hire B players. They assemble all-star teams that thrive under pressure and tackle challenges head-on. They screen for grit and initiative, seeking those who view problems as opportunities.
Great founders invest in top talent, provide the right tools and resources, clear obstacles, and let them cook. These team members are first-principle thinkers who aren’t afraid to challenge conventions. Great founders welcome spirited debates and open dialogue, seeing them as a sign of the team’s deep commitment to the mission. The result is a better product and a happier customer.
9️⃣ Set Higher Bars
Great founders expect excellence from themselves and their team every day. They build cultures where curiosity, ambition, and continuous learning are the norm. Instead of settling for specialists who stay in their lanes, they seek out curious generalists—people who connect dots, spot non-obvious trends. Refer back to quality #3 emphasizing that founders
Too many founders become hands-off leaders, which might sound appealing, but if you think about it, it’s a bit oxymoronic. Great founders don’t hire just for peace of mind and comfort—doing so often leads to a team that treats four Zoom calls, yoga sessions, and midday matcha breaks as a full day’s work. Trust is earned, but stellar leaders stay involved and engaged from day one.
🔟 Focused Execution
Real growth isn’t about chasing trends; it’s about making smart bets and executing with excellence. Great founders stay focused on what truly matters, avoiding distractions, doubling down on their strengths, and uniting the team around a clear vision. This focus turns challenges into opportunities, builds standout products, and creates a lasting legacy.
The successful founders I’ve worked alongside build with unwavering conviction. They avoid shiny objects, making difficult decisions, and remain committed to the vision. With the right teams in place to execute their vision, they deliver category-defining products.
✌🏽Steve