10 Hard Lessons for Startup Survival
Practical lessons for building a successful startup in a competitive world, covering everything from execution to pivoting and keeping it simple
I wrote these 10 laws because I’ve watched too many promising startups get crushed. The market doesn’t care about your dreams. It can chew you up or make you rich, depending on whether you play by its rules.
These laws aren’t a checklist. They’re more like spinning plates you have to keep from crashing. If you want to make it, stay humble, stay curious, and respect the people around you.
Law 1: Your Idea/Product Isn’t Worth Anything if You Can’t Execute
I spent a decade in Silicon Valley startups and another two in consulting. I’ve lost count of how many times someone tried to rope me into their wild new venture. I almost always said no. Here’s why.
Most of them had no clue how they’d actually make money. They were obsessed with changing the world, but never stopped to ask who would buy what they were selling, or if anyone even wanted it.
Ideas are cheap. Execution is what matters. Ask yourself: Who’s going to pay for this? Do they even care? How will I actually pull this off?
Law 2: Know Your Market — Research First
This law is often ignored, leading to failure. Before executing your idea, do a deep dive into the market. What are the barriers to entry? Who are your competitors, and what will it cost to break into the market?
Trying to launch a new search engine when Google owns almost everything? That’s a losing battle. Know what you’re up against.
Don’t be the person who dives into a lake without checking how deep it is. Do your homework. Learn the market inside and out. Stack the odds in your favor.
Law 3: Your Revenues Will Tell You if You’re Right
Revenue is the ultimate indicator that your product is resonating with the market. If customers are adopting your product, you should see month-over-month growth. If not, it’s time to pivot (see Law 6).
Money coming in is the lifeblood of your company. If it’s not growing, you need to figure out why.
The bottom line is what keeps the lights on. If you’re not in the black, you’ve got a problem.
Law 4: Don’t Take VC Money Unless You Have To
The most successful businesses avoid venture capital (VC) unless absolutely necessary. While VC money can help scale, hire, or acquire companies, it always comes with strings attached, such as giving up shares and board control.
I know two friends who built multimillion-dollar companies from scratch, using their own savings and hustling on the side. No VC. Just grit.
VC money always has a catch. Think twice before you sign anything.
Law 5: Sales, Marketing, and Product Are Allies, Not Enemies
I’ve seen sales blame marketing, marketing blame product, and product teams act like they don’t need anyone else because their product is so great. It’s a mess.
The truth? Sales, marketing, and product have to work together. If they’re not on the same page, your startup is already in trouble.
If your teams are pointing fingers, you’re already losing. Get them working as allies, or you won’t make it.
Law 6: Pivot Only If Necessary
There’s a fine line between a strategic pivot and looking like a crazed hamster on speed. If your revenues are stagnating, a pivot might be necessary. But be cautious; too many pivots signal that you don’t know what you’re doing, and they can burn out your team.
Pivot only when you have to. If you’re not growing and you’ve thought it through, then make the move. Otherwise, stay the course.
Law 7: Build Your Product Around What the Customer Needs
Everyone says they care about the customer, but most don’t go deep enough. Don’t just meet needs. Blow them away. If people keep leaving, your product isn’t sticky. You want customers to feel good every time they use what you built.
If your customers aren’t happy, they’ll leave. Build for what they really want, not just what you think they need.
Law 8: Don’t Become Bloated
Bloat kills. Whether it’s your team or your product, keep it lean. I know someone who grabbed a huge chunk of the engineering market just by cutting out the busywork and letting engineers solve real problems.
Bloated teams and products will sink you. Stay scrappy. Automate what you can.
Law 9: Simplicity Matters
Apple won by making things simple and beautiful. If your product is a pain to use, people will go somewhere else. Even complicated tech can be easy if you put in the work.
Keep it simple. If your product is easy to use and easy to understand, you’ll win.
Law 10: Always Look for New Opportunities
This one matters. Too many startups keep grinding while the ground shifts under them. In tech, what’s hot today can be dead tomorrow.
Keep your eyes open for new chances. Don’t get blindsided when the market moves.
Bonus Law: Surround Yourself With Your Contemporaries
Stay plugged in. Go to events. Watch your competitors. Talk to people. Don’t let yourself get out of touch.
Build your network. Surround yourself with people who get it. That’s how you see what’s coming before it hits.