Startups

Stop Trying to Be Friends With Your Customers. It’s Making Them Hate You.

Personal customer support backfires: treating users like friends creates a sense of personal betrayal when problems aren’t solved. Users judge by outcomes, not effort. The harder you try to be helpful without delivering results, the more resentment you build. This analysis of a failed support strategy reveals a counterintuitive truth: distance can actually protect your brand.

The Half-Space: Why Your Startup Can’t Find Real Hustlers

Startups need people who go beyond job descriptions, but most employees are conditioned by traditional work environments to stay inside the lines. This isn’t a personality flawโ€”it’s a structural problem. The half-space is the gray zone where startups are built, and you can’t recruit for it until you fix the incentives that keep people out.