This Startup Bias Can Kill Your Success.

Starting a company is hard. 

It’s harder still when you fall into this trap.

Hint: It’s not about you.

The drive to start a business often begins with a founder's need. A frustration with what currently is, or is not, available.

Yet, if framed another way, this need is a wild opportunity if solved, which ignites passion. And sparks a new narrative story.

Next, when aligned with a purpose, a 'why' emerges—providing a deep well of motivation needed to face the many tough moments ahead. The pull toward solving the problem now is irresistible.

But, there is a danger here: cognitive bias.

What appears to be a clear solution may not be compelling for the customer. You can't cling to your original ideas. The scope must widen for more feedback. Then iterate, and test. Iterate, and test.

In other words, it's not about the founders. It's not about the company even. It's about the customer. The narrative must begin to flip, and the spotlight shift.

The origin story is still important, but the story is always about the customer.

This is why I'm so bullish on user-centered frameworks like design thinking. It reminds us that we all start with our own experiences, wants, and needs. This is okay because big ideas can start here. 

But when we include the needs of others, we expose our bias. And we get to a better solution. Making the story so much richer.