Dane Atkinson, CEO and founder of Odeko, joins the show to unpack the reality of evolving as a founder. He shares why the first idea you start with rarely survives, how to know when it’s time to pivot, and why anchoring on a mission instead of a product keeps you in the game. This conversation dives into frameworks for making hard calls, the messy middle of startup life, and what it really takes to endure as a multi-time founder.

Key Takeaways

• Your first idea probably won’t be the one that works—focus on the customer and the mission, not the concept.

• Pivoting is brutal but necessary; small experiments can create the proof you need to shift direction.

• Founders who learn from failure are more likely to succeed in their second or third ventures.

• Having a North Star rooted in mission makes the day-to-day grind and tough decisions bearable.

• The best outcomes come when investors give founders space to experiment and even fail.

Timestamped Highlights

00:43 – Why Odeko’s mission is to help small coffee shops compete with giants

01:44 – The flawed brilliance of Odeko’s first AI-driven product and the hard pivot that followed

05:28 – The painful trap of chasing product-market fit and the danger of sticking too long

10:24 – Building proof for a pivot and the difference between charisma-driven sales and true demand

14:04 – Why most successful founders are “multi-run players” and what VCs often miss about failure

17:02 – How staying mission-driven keeps founders motivated through setbacks

A line worth remembering

“You can change the product, you can change the delivery, but if you have a North Star that matters, you’ll always know how to steer the company back on track.”

Founder Tip

Test new directions quietly alongside your current model. Early prototypes not only prove viability but also help you win over skeptical teammates, boards, and investors.

Call to Action

If this episode gave you something to think about, share it with a fellow founder or operator who’s in the middle of their own evolution. And don’t forget to follow The Tech Trek so you never miss the next conversation on scaling, leadership, and building companies that last.