Stop lying to yourself

And listen to what customers actually have to say

One of my biggest regrets from building Drivingforce (my last startup) is that I didn't truly listen to customers.

During Drivingforce, I was obsessed with the idea of building a verticalized HR platform for trucking companies because I saw the unique compliance challenges in trucking workforce management. I believed trucking companies deserved to have an HR system tailored to their needs.

I talked to many customers and "listened" to them. Many of them were lukewarm about discussing HR systems. However, I took this as a sign that I simply needed to find customers who cared about HR, which seemed like a reasonable approach at the time.

Nevertheless, I failed to listen to what else they were telling me. Many trucking company owners complained about the challenges of getting loads and managing customers. But since I was so fixated on trying to build an HR platform and afraid to pivot away from that idea, I didn't pay enough attention to the problems they were screaming in my face.

Ultimately, I lied to myself. I created a reality distortion field because I was so married to my idea and vision. I failed to listen to what customers were actually telling me. If I had done a better job listening to their demands, I wonder if Drivingforce's outcome would have been different.

For founders reading this, ask yourself: "Am I lying to myself? Is there something customers are telling me, but I'm not truly listening?"

Be honest.

P.S. I’m trying to get better at writing online. If you have any feedback, please let me know. I’d really appreciate it 🙏