Starting a business is one of the boldest decisions you can make. It also happens to be one of the most misunderstood.

There’s an abundance of content on how to start—how to create a pitch deck, find your “why,” build a brand. But when it comes to navigating the messy middle—those pivotal first three years—founders are often left with more questions than answers. Growth is nonlinear. Progress isn’t always obvious. And sometimes, despite your best efforts, you still feel like you’re flying blind.

Over the last decade, I’ve built, scaled, and sold a brand that began in my tiny NYC apartment and grew into a globally distributed business. I’ve seen firsthand what those early years require—and just how different the journey looks from what’s often portrayed online. Today, through my new platform Makers Mindset, I work closely with early-stage consumer product founders who are navigating those same inflection points. What I hear from them mirrors what I felt when I was in their shoes: Why didn’t anyone tell me this part would be so hard?

So let’s talk about it—candidly.

Here’s what I wish every founder knew about the first three years of building.

Year 1: Prove the Idea, Not the Perfection

Your first year is less about scaling and more about proving. Not just to investors or customers, but to yourself.

You’re validating product-market fit. You’re figuring out what problem you’re really solving. You’re learning who your customer actually is—not just who you hoped they’d be.

Most founders fall into one of two traps: they overbuild before testing, or they get stuck in the ideation stage, waiting for perfect conditions. Neither sets you up for clarity or traction.

What matters most:

  • Shipping the MVP and getting real feedback
  • Talking to your customers early and often
  • Learning to prioritize progress over polish

If you’re uncomfortable, good. That means you’re in motion. Year one is about data, discovery, and discipline. The clarity comes after the action.

Year 2: Build the Engine

Once your idea is validated, year two becomes about infrastructure.

You start realizing how many fires you’re putting out on a daily basis. Fulfillment issues, inventory missteps, marketing that doesn’t convert—the list goes on. This is the moment where many founders either burn out or start building smarter.

The shift that matters here is from founder-as-everything to founder-as-leader. You can’t be the brand, the operator, the marketer, and the customer service team forever. Nor should you be.

What matters most:

  • Building systems that support consistency
  • Hiring your first key team members
  • Tracking metrics that inform smart decisions

Many founders think scaling means doing more. In reality, it often means doing less, but with more intention.

Year 3: Focus and Acceleration

By year three, you (hopefully) have traction. Now it’s about making it sustainable.

This is when the questions get bigger. Which channels are worth doubling down on? Do you pursue retail? How do you finance your growth? Can your team scale with you—or do you need to rehire for the business you’re becoming?

There’s a lot at stake in this phase. But the founders who thrive are the ones who resist the urge to chase shiny objects and stay focused on what’s already working.

What matters most:

  • Identifying your strongest revenue and margin drivers
  • Refining your go-to-market strategy for scale
  • Considering capital strategically—not reactively

The reality? Growth can break a business just as quickly as failure can. The foundation you build here matters.

The Learning Curve Is Real—But It Doesn’t Have to Be Lonely

Founders often assume they’re the only ones figuring it out as they go. But behind every polished brand story is a founder who’s worked through doubt, overwhelm, and a hundred things they didn’t know how to do… yet.

That’s exactly why I created the Makers Mindset Accelerator—a strategic, founder-first program for early-stage CPG entrepreneurs who are ready to scale with more clarity and confidence. It’s the guide I wish I’d had during those early years—a blend of hard-won insight, tactical tools, and real-time support from people who’ve been in the trenches.

Because building a business shouldn’t feel like guessing your way forward. And if you’re in the first few years of your journey, now is the time to build the right habits, mindset, and systems that will support your next stage of growth.

You don’t need more noise. You need a roadmap.

Want to go deeper?

The Makers Mindset Accelerator covers everything from building a capital strategy to finding your edge in a crowded market. You’ll learn from top-tier investors, operators, and founders—and walk away with a clear plan for what comes next.

Learn more and enroll here →