**Introduction**
When you’re starting a new business, everyone talks about what you **should **do: the strategies, the checklists, the “must-haves.” But in reality, every startup is different, and no single to-do list fits all. What I’ve found far more helpful are the things you **shouldn’t** do. These are lessons I learned, and I wish someone had told me earlier.
As you read through these, which ones reflect your own startup experience so far?
**1. Don’t Expect Your Product to Sell Instantly**
It’s easy to believe that once you launch, customers will immediately discover your product/service and sales will begin flowing. The reality is very different. We live in a world where consumers are overwhelmed with choices: new products, new information, new ideas, and constant digital noise.
*What to keep in mind:*
- It takes time for customers to even notice your brand.
- It takes longer for them to trust you.
- And converting trust into a sale requires consistency, not luck.
Some brands appear to go viral overnight, but what you don’t see is the work behind the scenes, often it is the large marketing budgets that accelerated their growth. In most early-stage businesses, money drives speed.
If you’re building with limited resources, be **patient and consistent**.
**2. Don’t Underestimate the True Cost of Building a Business**
Founders are naturally optimistic, and that optimism often leads us to underestimate costs. If you think something will cost one amount, it will almost always cost more once you factor in unexpected steps, delays, and hidden requirements.
This isn’t poor planning; it’s simply the reality of building something from scratch.
*A helpful mindset:*
Whatever you think something will cost — **double it**!
It’s far less stressful to over-budget and come in under than the other way around.
**3. Don’t Choose the First Option Just Because It’s Easy**
In the early days, decisions come at you quickly - suppliers, designers, agencies, systems, packaging, marketing quotes. Because of the pace, it’s tempting to choose the first reasonable option just to move forward. I’ve done this too many times.
Before committing money or locking into a supplier, pause and ask:
- **Is this ****absolutely necessary****,**** right now?**
- **Is this the best option available?**
- **Have I compared at least one or two alternatives?**
You don’t need three quotes for everything, but slowing down for critical decisions prevents expensive mistakes and unnecessary rework.
**Conclusion ****&**** Takeaways**
In the early stages of a startup, avoiding the wrong steps is just as important as taking the right ones. Remember to:
- Be patient — awareness and trust take time.
- Budget more than you think you need.
- Slow down big decisions and explore your options.
*Which of these resonates most with your own experience?*
My name is Yin, founder of MenoMora. If you’re on a similar startup journey and would like a buddy to share experiences with, feel free to reach out at yin.zhang@menomora.com