How to Build a Company Without Losing Your Soul

Building a successful startup without losing your soul is like surfing a massive wave—you need balance, focus, and a deep respect for the forces at play. Too many founders burn out or compromise their values chasing unicorn status. But let me tell you, success isn’t just about the valuation; it’s about creating something meaningful while staying true to yourself.

Here’s how to do it.

Start with Alleviating Pain

Killing pain is a worthy goal. It’s good for the people in pain, and it’s good for you because people are willing to pay for this solution.

The point of Macintosh was to enable people to be more creative and productive. It alleviated the pain of complex and illogical user interfaces. The point of Canva is to democratize design. It alleviated the pain of buying and learning Photoshop.

Ask yourself: What pain am I solving, and why does it matter? When this is clear, it becomes your North Star, nobly guiding decisions and keeping you grounded.

Hire Same

Ensure that the people you hire are on the same page in terms of the arc of the company. Which is an obtuse way of saying that if your goal is to alleviate pain, embrace that this will take a long time, and it’s going to take grit and perseverance.

You need people who think the same way. Avoid people who want to succeed at creating a quick flip to cash out or embrace the cavalier attitude of “failing fast and pivoting.”

Hire Different

I recommend that you also hire different when it comes to expertise. This means that the people you hire should be better than you are at their area of expertise. If you want to be the best at every function in your company, you are an insecure loser. And the souls of insecure losers are easily corrupted and bought and sold.

Build Trust

A startup isn’t a solo act, it’s a team—or even a family. Surround yourself with people who are better than you are in their specialities and who share your values. Steve Blank, one of the smartest entrepreneurs I know, says the best startups are built by complementary teams—people who bring different strengths to the table.

If your gut tells you that you can’t trust a job applicant, the solution is simple: don’t hire the person. Keep looking because preventing problems is easier than fixing them.

Stay True to Your Values

This is the big one. It’s easy to get caught up in the hustle and make compromises—cutting corners, overpromising, or chasing trends that don’t align with your mission. Don’t do it. Your reputation is your most valuable asset, and once it’s gone, it’s almost impossible to get it back. Define your core values early on and use them as a filter for every decision. If a deal, partnership, or hire doesn’t align with your values, walk away.

Final Thoughts

Building a startup is hard—there’s no sugarcoating it. But it’s also one of the most rewarding things you can do if you approach it with the right mindset. Focus on your mission, build a team you trust, iterate like crazy, and never compromise your values.

Success isn’t just about the destination, it’s about the journey. And if you do it right, you’ll not only build a remarkable company, you’ll also keep your soul intact.

Now, go out there and make something remarkable. The world needs it.

Mahalo!

Guy