Forcing yourself to do uncomfortable work like cold calling is not sustainable. Founders must find an intrinsic motivation—like solving a riddle, righteous anger, or a desire to serve—that pulls them into the work, making the inherent discomfort feel irrelevant in the pursuit of a larger goal.
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True entrepreneurship often stems from a 'compulsion' to solve a problem, rather than a conscious decision to adopt a job title. This internal drive is what fuels founders through the difficult decisions, particularly when forced to choose between short-term financial engineering and long-term adherence to a mission of creating real value.
Every successful founder journey includes a point where quitting is the most rational decision. Spencer Skates argues the only way to persevere is to anchor to a deeply held intrinsic motivation or a "mission that's greater than yourself." External motivators like money or recognition are insufficient to overcome this existential pain.
Many founders start companies simply because they want the title, not because they are obsessed with a mission. This is a critical mistake, as only a deep, personal passion for a problem can sustain a founder through the inevitable hardships of building a startup.
Instead of optimizing for a quick win, founders should be "greedy" and select a problem so compelling they can envision working on it for 10-20 years. This long-term alignment is critical for avoiding the burnout and cynicism that comes from building a business you're not passionate about. The problem itself must be the primary source of motivation.
Many people mistake consistency in enjoyable activities (like working out) for discipline. Real discipline is the ability to consistently perform necessary but unpleasant tasks, such as sales outreach, which is the muscle that drives actual business growth and requires a high tolerance for frustration.
Before convincing investors or employees, founders need irrational self-belief. The first and most important person you must sell on your vision is yourself. Your conviction is the foundation for everything that follows.
When founders perform sales tasks without conviction, their operating philosophy is one of entitlement. They believe simply 'going through the motions' should be enough to succeed, rather than actively striving to become great at the process. This mindset of being owed success sabotages results.
Unlike typical business activities that expend energy and require recharging, focusing on a 'divine lever' or an objective good is energizing. This intrinsic motivation pulls you through challenges and fuels obsession over the long term, creating a sustainable advantage against burnout.
To overcome the fear of tasks like cold calling, you need a powerful long-term goal (the 'big pull') that you desire more than the immediate comfort of avoidance. This goal provides the motivation to sacrifice what you want now (ease) for what you want most, making discipline a choice rather than a chore.
