After achieving repeatability, the founder/CEO has a 'second job.' They must stop building and selling the product themselves and start building the company that does it for them. This means shifting from being the PM of the product to becoming the PM of the company.

A founder's real boss is their customer base. While keeping a board happy is important, some CEOs become so consumed with managing up that they lose sight of the product and customer needs, ultimately driving the company off a cliff despite running perfect board meetings.

Consumer tech often succeeds on product alone. Enterprise tech, however, requires a complex business motion involving sales and partnerships. This is where professional executives often outperform founders who may love building products but dislike the business development required for success.

To be truly successful, a product leader cannot just focus on features and users. They must operate as the head of their product's business, with a deep understanding of P&Ls, revenue drivers, and capital allocation. Without this business acumen, they risk fundamentally undercutting their product's potential impact and success.

The "build it and they will come" mindset is a trap. Founders should treat marketing and brand-building not as a later-stage activity to be "turned on," but as a core muscle to be developed in parallel with the product from day one.

In a crowded market, a leader who lives and breathes the business, acting as a charismatic ambassador, can be the deciding factor in its success. Visionary leadership that inspires the team and the market is crucial. A technically superior product can fail under a flat, uninspiring leader.

Technical founders often mistakenly believe the best product wins. In reality, marketing and sales acumen are more critical for success. Many multi-million dollar companies have succeeded with products considered clunky or complex, purely through superior distribution and sales execution.

The marketing playbook has shifted from promoting products to promoting the personality behind them (e.g., Tesla is Elon Musk). A company without a founder or CEO who can act as a public "character" struggles to gain traction, as corporate messaging accounts are no longer effective in a noisy media environment.

An engineering background provides strong first-principles thinking for a CEO. However, to effectively scale a company, engineer founders must elevate their identity to become a specialist in all business functions—sales, policy, recruiting—not just product.