The Bootstrapped Founder 431: Many Heads, Not Many Hats: The Founder's Identity Crisis
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Jan 9, 2026 Founders often face an identity crisis when transitioning from consulting to SaaS. The instincts that once drove their success can now hinder their growth. While consulting thrives on urgency, SaaS requires a slower, constant acquisition strategy. High-touch referral methods don’t scale for self-serve models, demanding a shift in outreach. Embracing cognitive dissonance is crucial as founders learn to question outdated methods. Experimentation becomes a necessity for uncovering what truly works in this new landscape.
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Multiple Minds Within One Founder
- Founders don't just wear new hats; they grow new heads with different brains and priorities.
- Multiple internal perspectives must coexist and be managed within the same person and company.
Consultant Who Felt Like A Beginner
- Arvid describes a consulting call where a founder moving from consulting to software felt like starting over despite past success.
- Their instincts from consulting actively led them astray when building a SaaS product.
Past Instincts Can Become Liabilities
- Old mental models and instincts can become active liabilities when you switch to building SaaS.
- Success in prior roles may directly conflict with what's needed for a new software business.
