22. Do Not Spend Money to Feel Like a Founder

There is an entire industry that makes money selling entrepreneurship to entrepreneurs. Be careful.

Early on, you probably do not need:

• an expensive office;
• a $15,000 website;
• an enormous branding project;
• a $5,000 generic business plan;
• six enterprise software systems;
• paid press releases nobody reads;
• motivational masterminds;
• "AI agency" retainers whose primary output is your vision deck;
• consultants whose main experience is consulting other consultants.

Spend first on things that create customers, product, evidence, distribution, capability or durable infrastructure. Everything else should justify itself.