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Most founders I know don’t make obviously bad decisions. They’re not reckless.They’re not careless.They’re not ignorant. That’s what makes this tricky. Many of the bad decisions founders make don’t look bad at all when they’re made. Bad decisions are easy to spot in hindsight because they look irrational. Convenient decisions don’t. They look reasonable. Sensible….

This took me a long time to see, mostly because I used to think I did control mine. I owned the company.I paid for the logo.I approved the website.I had opinions about how things should be said. That felt like control. For many startups, this early illusion defines brand ownership for founders long before they…