Instead of trying to empathize with an abstract customer, Ather's philosophy is to 'build products for us'. They believe relying on artificial empathy will eventually fail. For new categories, their team is sent on courses and trips to develop a genuine user's taste before building begins.
The founder's self-described laziness fostered a deep aversion to direct competition. This mindset became a strategic advantage, forcing the company to seek the path of least resistance by pursuing differentiated ideas and markets that others were ignoring, which is key to building a unique business.
Before committing engineering resources, Ather's product team creates a high-quality ad film for a new concept. They then host a full internal launch event, complete with mock media Q&A, to sell the vision to the whole company and create internal accountability before building begins.
Ather's founder learned that hiring senior leaders for non-core functions too early fails due to value system clashes. Founders must first build the function themselves, establish principles, hire into that mold, and only then step back. This ensures cultural alignment.
Ather faced three successive valuation cuts (40%, 50%, 65%) that would kill most startups. They retained their team by being radically transparent about finances, asking for voluntary pay cuts, and building trust by later rewarding those sacrifices with bonuses and equity at the lower valuations.
Before officially starting, founders are in a '-1 to 0' phase. Instead of rushing, they should take months or even a year to find a core purpose they can commit to for a decade. This deep conviction provides immense peace, prevents reactive pivots, and sets a stable foundation for the long term.
When faced with an existential cost crisis, Ather's founder explored two pivots: a cheaper product and a software platform model. Both were dead ends. The ultimate solution was to resist the distraction of pivoting, stay the course, correct pricing, and fix the core operational issues of the original product.