Hope Horner is an accomplished entrepreneur and the award-winning CEO of Lemonlight, a production company based in LA.
Running a startup is a journey full of battles. I’ve always loved how Dharmesh Shah, the founder of HubSpot, puts it: “As a startup: At first you fight death. Next you fight stagnation. Then you fight complexity.”
From the moment you launch, you’re fighting to keep the business alive, grow it into something sustainable and eventually manage the complexities that come with scaling. Each phase presents unique challenges, but I have found that what makes the journey worthwhile is the purpose behind the fight—the nobility of building something meaningful for others. Based on my own experiences and observations of building a company, here’s a closer look at the life cycle of a startup and what it takes to win at each stage.
Stage 1: Fighting Death
In the early days of a startup, survival is everything. You’re constantly working to validate your idea, find product-market fit and manage cash flow, often with limited resources. Every decision can feel like it carries the weight of the entire business.
For my company, this stage was about scrappiness and resilience. We didn’t have the luxury of big budgets or endless time, so we had to get creative. From bootstrapping operations to obsessively gathering customer feedback, every step was a calculated move toward staying alive. There were moments of doubt, setbacks that felt insurmountable and long nights spent figuring out how to stretch every dollar.
However, the challenges of this stage can help you build a deep sense of purpose. When survival is at stake, every small win can feel monumental. You’re fighting for the belief that what you’re building has value. That belief can become the foundation that carries you into the next phase.
Stage 2: Fighting Stagnation
Once survival is secured, the next battle is about maintaining your momentum. It’s easy to settle into a rhythm after those early wins, but stagnation can be just as dangerous as failure. In my experience, growth demands reinvention, scalable systems and a constant push to think bigger.
This fight can feel both thrilling and challenging. To keep growing, I recommend doubling down on innovation: Refine your services, explore new markets and find new ways to stand out in your industry. Early wins don’t necessarily guarantee long-term success, so continuous improvement is key.
Scaling systems and processes is another important focus at this stage. Growth has a way of exposing the cracks in your infrastructure, and without scalable systems, those cracks can quickly widen. Building better processes—whether in hiring, operations or customer acquisition—requires discipline and forward thinking, but I’ve found that the payoff is worth it.
What’s kept my company going in this stage is the bigger picture. Growth means creating something that really matters to our industry, our clients and our team. Pushing through the temptation to settle allows you to move closer to the vision you’re bringing to life.
Stage 3: Fighting Complexity
As startups grow into bigger companies, things naturally get more complicated. What used to work for a small, scrappy team often starts to break down when more people get involved. Suddenly leaders are juggling how to simplify decisions, keep the culture intact and stay focused on the things that really matter.
Dealing with complexity takes effort. Decision making can slow to a crawl as more voices join the mix, so create clear frameworks to keep things moving. At the same time, preserving the company culture can get harder as teams grow and new hires bring fresh perspectives. I’ve found that the best way to approach this as a leader is to be intentional about reinforcing the values that got your company where it is today.
This is also the time to get serious about priorities. It’s easy to get distracted chasing every new opportunity, but that can spread your team too thin. Keep your focus on what drives success. And as the company grows, leaders often have to shift their approach—there’s little time for micromanaging anymore. Delegating is essential.
Complexity can be a challenge, but it’s also a chance to step back and refine how things work. By simplifying and focusing on what really matters, you can set your company up to grow in a way that’s sustainable and true to its core.
Final Thoughts
Every stage of the startup journey—fighting to survive, avoiding stagnation or navigating complexity—comes with its own set of challenges. But I’ve found the thread that ties it all together is the sense of purpose that keeps you moving forward. It’s easy to get stuck in the grind, but the real payoff comes from knowing you’re creating something meaningful every day.
I’ve learned the importance of leaning into the tough moments and seeing them as opportunities to grow. From the scrappy hustle of staying afloat to the constant drive to innovate during growth, each stage has taught us lessons that shape not just our company but who we are as people.
If you’re in the thick of it with your own business, know that the fight is worth it. Every struggle, milestone and win is part of the journey. Stay focused on your purpose, celebrate the progress you’ve made and keep pushing forward. Building something meaningful isn’t easy, but those moments of growth and impact can make it all worthwhile.
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