Navigating Decision-Making: The Role of Founder Intuition, Team Expertise, and Customer Expectations


Hatched by Glasp

Aug 28, 2023

4 min read


Navigating Decision-Making: The Role of Founder Intuition, Team Expertise, and Customer Expectations


When it comes to building a successful startup, founders often face the challenge of making critical decisions. The question of whether to rely on founder intuition, team expertise, or customer expectations can be particularly daunting. In this article, we will explore the dynamics of these three factors and how they evolve over time within a growing company.

Founder Intuition vs. Team Expertise:

At the early stages of a startup, founders possess a deep understanding of the business they have created. Their intuition plays a crucial role in making key decisions. However, as the company grows and attracts talented individuals, founders must strike a delicate balance between trusting their intuition and leveraging the expertise of their team.

The mistake of deferring decisions too quickly to new employees is a common pitfall for founders. They may believe that the newly hired experts are more knowledgeable and should therefore take the lead. In reality, founders are the true experts on their business. It is important for founders to recognize this and maintain their role as the driving force behind their vision.

As the business expands and the team gains experience and knowledge, founder intuition gradually becomes less reliable. It is at this point that successful founders start to embrace the expertise developing within their team. When team members demonstrate better judgment or prove the founder wrong in a significant way, it becomes essential for the founder to question their own biases and adapt their decision-making approach accordingly.

Balancing Founder Intuition and Team Expertise:

For startup employees and leaders, it is crucial to respect founder intuition, as it has been instrumental in shaping the company's success. However, when individuals or teams gain a deep understanding of the business and possess better judgment than the founder in certain areas, it is important to signal that confidence and align the operating model accordingly. Effective communication and transparency are key in navigating this shift and ensuring the company's continued growth.

Conversely, if a founder delegates decisions that they are better suited to make, employees should not hesitate to provide feedback. Open and honest communication between founders and team members is essential in maintaining a healthy balance between founder intuition and team expertise.

Customer Expertise: The Evolving Relationship

In addition to the internal dynamics between founders and their teams, startups must also consider the evolving relationship with their customers. Initially, founders and employees often believe that customers know best. However, as the company scales and gains insight into various customer interactions, a shift occurs. The company's role transitions from simply observing customer behavior to actively guiding and teaching customers best practices for success.

Founder intuition, just like in the case of team expertise, diminishes over time in most areas as the company grows. Simultaneously, teams become more knowledgeable and adept at solving complex problems unique to the company. It is crucial for founders and employees to engage in a dialogue about the company's journey and the changing dynamics between intuition, expertise, and customer expectations.

Actionable Advice:

  • 1. Embrace the evolution: Founders must recognize that their intuition will naturally ebb as the company grows. Engage in open conversations with the team to understand where expertise is developing and leverage this knowledge for better decision-making.
  • 2. Communicate effectively: Team members should openly express their opinions when they believe a decision is better suited for the founder. This helps maintain a healthy balance between founder intuition and team expertise.
  • 3. Adapt to changing customer needs: As the company gains insights into customer behavior, focus on guiding and teaching customers best practices rather than solely relying on their preferences. This shift will enable the company to provide a better experience and drive long-term success.


Navigating the delicate balance between founder intuition, team expertise, and customer expectations is crucial for startup success. Founders must recognize the evolving dynamics and adapt their decision-making approach accordingly. By embracing the expertise developing within the team and aligning with changing customer needs, startups can maximize their impact and leverage the founder's time in the areas that provide the highest leverage.

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