Don’t rush the process of becoming a CEO

  • I’m back to posting regularly on LinkedIn and this time I hope I stay consistent with it

  • Eventually, I’d like the newsletter and LinkedIn efforts to translate into some community, which I can benefit from

  • I’m itching to speak to new/aspiring founders. If you know anyone, please do share

  • Week 10 of Shark Tank Pakistan and all my wife needs now, is a bank account full of cash to invest

Happy New Year team. TL;DR of this issue is at the bottom

Becoming a C-…

I’ve just finished reading “Build” by Tony Fadell and highly recommend it to everyone. Especially if you’re looking for some mentorship.

Yes, mentorship - Tony Fadell has had an amazing product journey with the iPod and Nest and, in his book, reflects on what he’s learned. So, if you want to learn from someone else's mistakes, do give it a read.

In the last few chapters, he talks about becoming a CEO and also unbecoming a CEO. That got me thinking about my own journey. When I started both businesses, I never thought I’d leave them. I never thought I’d not be number 1 or 2. And based on the market conditions of today, and my assumptions of 2025, I felt the need to write this piece as a word of advice for all those looking to start a venture of any scale.

But what are my 2025 assumptions for which I feel the need to offer this advice?

  1. Agentic AI is going to thrive - In other words, all the use cases of AI in fields like accounting, legal, shopping, shipping, etc., will start coming to life.

  2. Liquidity may increase - Global interest rates are slowing, as is inflation and a few big IPOs are expected this year. Therefore, the investors will unlock new money to invest and diversify.

  3. Regional divides and strengths will become even more prominent which means your idea can scale faster, within a number of geographies. This also has its negative effects, which I’ll let you imagine. But economically, if you’re building in the UAE for example, you’ll easily find success in scaling throughout the MENA region.

With these assumptions, I believe more Founders will be born.

I believe the rate of entrepreneurship will go back up as will the rate of becoming a “Founder”. And this is what I’m here to address. Start a business, become a founder, but don’t be too quick to become a CEO. It's a nasty place and can fuck with you if you don’t actively humble yourself.

When I started my first business, I quickly changed my title from Head of Digital Media to, Co-Founder and Chief Operating Officer. The rationale was that I was running the business with my co-founder, and not just taking care of one thing. The downside to this was part optics and part ego.

In true Unfiltered fashion, let's make a list to get my point across.

Remember these when becoming a Founder:

  1. You gotta do everything. As a Founder, you need to do everything. All the grunt work, the things no one will do, and also the high-level-in-the-clouds thinking. After all, the expectation is that you’re operating with either a lean team or no team. You are the sales, marketing, customer support, bookkeeper, and maybe even the janitor from time to time.

    At this stage, avoid using language like “I need elevate myself”. Just focus on the product and customer.

  2. Avoid the vanity trap. I’ve met people who call themselves the CEO of a company that they haven’t even registered yet. Why does this matter? Because it shows you’re in it for the wrong reasons. Is your reason to start a business because you can’t sleep without working on the idea, or is it that you want the prestige of being a CEO? Money is a by-product of this game and is never guaranteed.

    It does sound cool to be a founder. It feels cool when you’re the one bold friend who stepped out of the matrix and is getting all sorts of kudos IRL and on LinkedIn. Just don’t let this be the driver of your pursuit. Yes, you need traction and attention to move the needle but don’t use that as rocket fuel for your own ego.

  3. Consistent, hardworking and disciplined. It's these 3 qualities that will find you backers/sponsors throughout the journey. If you follow these 3 qualities like no one else you know, to the point where you can’t talk about anything else but work, socially, your backers will admire you and keep betting on you. I’m adding this to the list because once you decide to step into founder land, you need to reek of this.

  4. Spend 2 hours a week, training yourself. You’re building what you think you’re the best at, but that doesn’t mean you stop growing or learning yourself. Read stories of other founders, and listen to podcasts on opposing industries and also the markets. All of that extra knowledge will help. If you manage to dedicate some time in your schedule for this unstructured training, you’ll see some pretty neat dots connecting.

  5. You might have to become an asshole. As a founder, you are responsible for each and everything. This means you’ll need to oversee everything and approve everything too. And this may lead to you micromanaging things. I don’t see that as a bad thing, because once you’ve figured out how to overcome micromanagement, you’ll figure out how to be involved in the details, without being an asshole about the process. You’ll just become an asshole about the details because that's what matters most.

  6. It is indeed a lonely place. You may have heard “it's lonely at the top”. From experience, I can say it is. I had friends who were on a similar journey and we’d often chat and vent, but at the end of the day no one else can do what you’ve set out to do. No one will run payroll, no one will coordinate with a client, no one will make sure investors continue to feel confident, and no one will sign the tax cheque. You‘ve got to do it on your own. You may have team members that are stellar and super committed but at the end of the day, they didn’t sign up for all the baggage that comes with the job. So if you can, find a co-founder.

  7. You don’t have to lead for long. Let's say you start a business in 2025 and by 2026, you’re profitable and making millions and want to keep scaling the business. But you just hate management and refuse to lead the whole ship. Thats perfectly A-okay. You don’t have to change your title from “Founder” to “CEO”. You can just be the Founder and do whatever you like. As long you claim the responsibility to find a suitable CEO who will lead while preserving your vision and values. A great example of this is Ben Francis from Gymshark. Ben started Gymshark from his living room, grew the business and realised he was not ready to be a business leader. He still wanted to focus on product, so he found a mature and older CEO from whom he could learn too. He found a CEO who would train him to take back the reigns for the next leg of the business. And that's exactly what he did after a couple of years.

Learn from people's mistakes. Some of these points I learnt from others’ mistakes and some I learnt from my own. I always try to learn “what not to do”, because “what to do” is the real adventure.

So to wrap it up

  • Founding vs. CEO-ing. Starting a business doesn’t mean you need to become a CEO. Focus on the product, customers, and the foundational work. If management isn’t your strength, it’s okay to step aside and bring in a leader who aligns with your vision.

  • Stay Grounded and Avoid Vanity. Don’t get caught up in titles or the external prestige of being a founder. Building a business should stem from passion and commitment to your idea, not ego or external validation.

  • Commitment and Growth. Success as a founder comes from discipline, hard work, and consistent self-improvement. Dedicate time weekly to learn from other industries, founders, and market trends to stay sharp and adaptable.

  • Navigate the Challenges of Leadership. Founding a business can be lonely and demanding. Embrace the tough decisions, including micromanaging at times, but strive to balance attention to detail with respect for your team and their autonomy.

  • It’s Okay to Let Go. As your business scales, you don’t have to lead forever. Learn from examples like Ben Francis of Gymshark, who temporarily stepped back to grow under an experienced CEO before taking the reins again.

One last note

I haven’t thought of the next goal to track, when it comes to growing Unfiltered. But as I keep sending these out, I’d appreciate it if you could keep sharing this forward.

The bigger this gets, the bigger the opportunities we might discover.

Peace out ✌️