Stop romanticizing the idea. Start validating the business.

In this video I’m breaking down the 3 tough truths I tell every founder I coach. They’re uncomfortable… and they’re the difference between “we’ll see” and “we’re scaling.”

Tough Truth #1 — Your Initial Idea Is Probably Wrong

Your first idea is a hypothesis, not a business model. The market does not care how in love you are with your solution.
 • Pivoting isn’t failure — it’s evidence.
 • Focus on the pain, not the product.
• The goal early is not “being right,” it’s “learning fast and cheap.”

Tough Truth #2 — Funding Isn’t Validation, Revenue Is

A wire transfer is not product-market fit.
 • Funding is trust, not proof.
 • Revenue is the only real validation: will someone pay, repeat, and refer?
 • Every dollar of funding starts a countdown. It doesn’t remove pressure. It adds pressure.

Tough Truth #3 — Building a Team Is Harder Than Building the Product

Code ships. Culture cracks.
 • Your first 5 hires become your culture.
 • Your job shifts from “person who does” to “person who multiplies.”
 • No, culture is not snacks and a hoodie. It’s how you behave under pressure.

Want direct help?

Contact me at philmasiello.com

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There are a lot of "experts" out there giving advice who’ve never built a thing. They’ve never stayed up all night sweating a product launch. Never had to scale a team. Never had to meet payroll.

They’re just regurgitating what they read in someone else’s book.

That’s not me.
I’ve built brands. I’ve scaled them. I’ve exited them. I’ve failed, won, and fought through it all.

And now, my team and I help brands do it every single day — across eCommerce, retail, and digital.
We don’t just advise — we execute.
We write the playbook.

So if you’re done with fluff, fake gurus, and marketers who’ve never sold anything outside of a slide deck — you’re in the right place.

This show is real strategies, real tactics, and real talk.

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