When Product Work Becomes Avoidance for FoundersWhen Product Work Becomes Avoidance for Founders
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Building can be the safest place for a founder to hide. I have caught myself doing this.
When the business side gets uncomfortable, it is easy to retreat into the product. Fix another feature. Rework a flow. Make something cleaner.
That work is real. It also happens to be controllable. The market is not. The market can tell you the positioning is wrong, nobody is seeing it, nobody cares enough yet or you actually have to sell.
Sometimes the next feature is progress.
Sometimes it is avoidance dressed up as productivity.
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What do you catch yourself working on when you know there's a harder business problem you're avoiding?
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