This chapter recounts the founder's early hands-on experiences in service creation, the challenges of scaling, and the pivotal decision to involve a business partner. It emphasizes the importance of building a strong co-founding team and adapting leadership structures as the company grew from a small team to 50 employees. The narrative culminates in the emotional journey of transitioning to an investor role following the company’s acquisition by IKEA, highlighting key insights on investor dynamics and market competition.