[Rant] Stop trying to be a f****** unicorn when you’re a pony with a stick on your head

Title: The Hard Truth About Building a Sustainable Startup: Prioritize Hustle, Not Hype

Starting a venture and steering it toward real traction requires more than a great idea or flashy promises. In this post I share a candid reflection from my experience as lead developer and minority owner in two local startups. Both ventures show real potential and already have tangible revenue or clear paths to it. Yet they’re held back by a leadership style that favors grand promises over practical execution.

What I’ve observed
– Leadership that shies away from consistent growth plans: Instead of laying out achievable milestones, timelines, and client acquisition targets, there’s a trend toward “big deals” with minimal evidence of product readiness.
– Overpromising to secure short-term attention: Founders sometimes pitch a polished future to prospective customers and investors while the current product remains in beta. The mismatch between promise and reality can damage credibility and trust.
– A focus on acquisition fantasies over customer validation: Dreams of multi-million-dollar deals can eclipse the steady work of signing new customers, refining the product, and building a sustainable revenue base.
– Missed opportunities due to lack of disciplined execution: Rather than pursuing a steady pipeline of clients and iterative improvements, energy gets diverted into chasing near-term but fragile deals.

Why this matters for founders and teams
– Real traction comes from consistent execution: Signing customers, delivering value, and iterating based on feedback builds a durable business.
– Honesty with stakeholders sustains long-term relationships: Customers, partners, and investors respect transparency about product readiness and growth plans.
– A disciplined roadmap outperforms hype: Clear milestones, measurable goals, and realistic timelines enable teams to forecast, attract funding, and scale responsibly.

A constructive path forward
– Ground promises in evidence: Before pursuing large commitments, ensure the product has validated demand, a reliable onboarding process, and measurable outcomes for early customers.
– Build a repeatable sales process: Define target segments, establish outreach cadences, and set quarterly goals for new sign-ups and renewals.
– Establish clear milestones and accountability: Create a shared roadmap with deadlines, owners, and review points to keep the team aligned and focused.
– Invest in the fundamentals: Prioritize product quality, customer support, and operational scalability. Growth will follow from solid execution, not from extravagant promises.
– Cultivate realistic expectations with stakeholders: Communicate progress transparently, including wins, risks, and required resources to reach the next milestone.

Bottom line
If the goal is long-term success, the emphasis should be on building the company—earning reputation, growing an actual customer base, and delivering value—rather than chasing flashy deals or a particular “dream” outcome. Focus on the fundamentals: product credibility, consistent sales, and disciplined execution. The rest will follow.

TL;DR: Build the business with steady, evidence-based progress rather than chasing hype or immediate yet unstable “big wins.” The real payoff comes from perseverance, practical milestones, and a relentless focus on customer value.