Scroll for five minutes and you will see raise announcements, podcast clips, demo day photos, screenshots of term sheets. Being a founder now looks like a lifestyle. The feed shows outcomes: the round, the logo wall, the exit. It never shows inputs.
We have lived both sides of this. We went through it building Moichor, and now we sit on the other side of the table backing founders at NPU. The longer we do this, the more convinced we are that the gap between the feed and the job is where most would-be founders get lost.
So this is our attempt to separate the two. Not what being a founder looks like, but what it actually takes.
1. What Is Your Drive?
Not passion in the abstract. A specific itch that will not leave you alone.
For us at Moichor, it was this: veterinary diagnostics was controlled by a duopoly, IDEXX and Antech. The incumbents had no real incentive to innovate. Why would they? The playbook was simple: lock clinics into contracts, then raise prices on customers who cannot leave. Vets paid more year after year, and ultimately pets and their owners paid more, for a service that had not meaningfully improved in decades.
That bothered us. Not in a “this is an interesting market” way. In a “we cannot stop thinking about this” way. If the incumbents were never going to modernize, someone from the outside had to. We wanted vets to finally have a modern alternative.
We now watch this from the other side of the table, and the pattern is consistent: startups rarely die from competition on day one. They die from founders quitting in year three, usually because they picked a problem they never actually cared about. The problem has to be something you are willing to live with for five-plus years.
Your drive is not a launch-day vibe. It is your fuel tank for the stretch when nothing is working. If you cannot name your itch in one sentence, keep looking.
2. Do You Want to Make Money?
Founders get shy about this one. We think that is a mistake.
We understand where the shyness comes from. Nobody wants to look like they are in it for the money. But there is a difference between flashing wealth and wanting it.
The best thing we have read here is Naval Ravikant’s How to Get Rich (without getting lucky). His core line is that you get rich by “giving society what it wants but does not yet know how to get,” at scale. That is all a startup really is. Find the problem society has no solution for, solve it, and society rewards you handsomely. The money is the byproduct of building something generational, not the reason it exists. Wanting that outcome is not corrupt. It is honest.
Naval also warns in the same thread that quietly resenting wealth is a good way to guarantee you never build any. We see this play out with founders all the time. The ones who are squeamish about money undercharge. They avoid sales. They pitch impact instead of a business. Your customers, your employees, and your investors all need you to want to win, and in business, winning is denominated in dollars.
Own it quietly. Then go build.
3. You Have “Nothing to Lose.” Burn the Boats Anyway.
Let us be honest about this one, because the cliché version is a lie.
We had things to lose. After graduating, Matt passed on grad school and the stable career path. Shevy walked away from med school. Our parents were not exactly comfortable with any of it in the beginning, and we understood why. Those were real costs.
But when we actually ran the numbers on the downside, it was survivable. Worst case, the company fails, we end up a few years behind our peers on paper, and we get jobs, probably as far more capable people than when we started. The downside of a startup is capped. The upside is not. Once you see that clearly, the leap of faith gets a lot smaller than your parents fear.
Then comes the second move, and this is the part people miss. Once you are in, you act as if there is no way out. Our mindset was “we have to make this work.” But if we are being honest, that energy did not come from fear of the downside. It came from belief. We were fully bought in. We truly thought this would happen. Looking back, was that level of certainty justified? Probably not. That is exactly the point. No rational forecast generates that kind of energy. Belief does, and it has to be real.
And underneath the belief was something simpler. We wanted to control our own destiny. Neither of us wanted a 9 to 5. Once you know that about yourself, the boats burn themselves. The way back exists. You just have no interest in taking it.
Michael Seibel wrote an essay called Why Should I Start a Startup? and his answer stuck with us. There is a certain type of person who “only works at their peak capacity when there is no predictable path to follow,” where the odds are low and failure is personally theirs to own. That last part is the whole game. When you are at the lowest of lows, who is going to summon the courage to go get that next customer? Nobody but you. No manager, no playbook, no one coming to help. And that same muscle powers everything else: your selling, your hiring, your pitching, your ability to execute the vision.
Refusing to quit is not just a personality trait. It is a strategy.
4. The Unglamorous 95 Percent
The feed shows the raise. The job is everything underneath it.
Paul Graham’s Do Things That Don’t Scale is the canonical essay here. Startups do not take off on their own. Founders drag them off the ground manually, one user at a time. Airbnb’s founders famously went door to door photographing listings themselves.
Ours looked like this. When we were closing our first set of customers at Moichor, Shevy would book the cheapest Spirit or Frontier redeye he could find, fly in overnight, visit the clinic, and fly back the same day. No hotel. No lost day of work. Just two bad flights and one conversation that mattered, over and over.
That type of drive is what you need. And it raises the obvious question: how are you supposed to do that if you are living in the hype, building in a space you are not actually into? You cannot fake your way onto that flight. The redeye is downstream of the itch.
Most of building a company looks like this. Unsexy, repetitive, manual work that nobody will ever applaud. If the montage version of being a founder is what attracts you, the actual job will grind you down. If the schlep does not scare you, you might be the right kind of person for this.
5. The Emotional Tax
Here is the part the feed will never show you.
Jensen Huang built Nvidia into one of the most valuable companies in the world. Asked on the Acquired podcast whether he would start it again knowing what he knows now, his answer was no. Building the company turned out to be a million times harder than anyone expected, and if founders understood the pain, vulnerability, and embarrassment in advance, “nobody in their right mind would do it.” He has called a founder’s ignorance a kind of superpower.
The 2am payroll math. The customer who churns the week you thought you had turned the corner. The pitch that goes nowhere. Every one of those problems is ultimately yours, and there is no one above you to escalate to.
That is the tax. Know the number before you sign.
What Makes a Founder Unstoppable
Put all five together and something interesting happens.
People look at great founders and see a set of superpowers. Early employees who leave safe jobs to join them. Pitches that land. A vision they can see so clearly it feels inevitable. From the outside, these look like separate talents. They are not. They are all downstream of the mindset.
Your early employees do not join for the salary or the deck. They join because conviction is impossible to fake. They can tell when the itch is real, when you have already accepted the downside, and when you would get on the redeye yourself. Nobody bets their career on a founder who is playing startup.
You can pitch well for the same reason. A great pitch is not a performance. It is a description of something you have already seen up close. You know the problem better than anyone in the room because the itch made you study it obsessively. When you have flown the redeye and sat across from the customer, you do not need to rehearse conviction.
And you can see the vision clearly because you are not guessing. You have lived inside the problem long enough that the future state is obvious to you before it is obvious to anyone else. Execution is just closing the gap between what you see and what already exists.
None of this comes from the feed. All of it leads back to the founder mindset.
A Quick Recap
The question is not whether you want to be a founder. The title, the feed, the announcement graphic. Plenty of people want that.
The question is whether you want to do founder things:
Is there a specific itch you cannot stop thinking about?
Are you honest with yourself about wanting to win, in dollars?
Have you looked at the real downside, accepted it, and burned the boats anyway?
Would you get on the redeye?
Do you know the emotional tax, and are you willing to pay it?
At NPU, this is a big part of what we look for, because we cannot diligence a feed. We look for founders who wanted the job before they wanted the title.
One last thing. There is no shame in reading all of this and realizing the job is not for you. Plenty of brilliant people build great careers without ever founding anything. Knowing that about yourself early is its own win.
But if you read this and felt the itch, we would love to talk.
What an authentic and incredible post. Being a founder has been truly transformational. When you put the business ahead of yourself, you end up doing things you never thought you were capable of. For me, sales and value-based pricing have been the biggest challenges. I'm still learning every day.