Taking an idea from zero to a business is hard. You invest time, stress and money, and sacrifice alternative career paths.

Before long your startup will become one of the most important things in your life. Unfortunately, it won’t mean as much to anyone else.

Your product or service will mean everything to you.

No matter what it does. Even if they like you. To your customer, your product or service will only be a small part of their lives.

A bad quarter or an operational problem will keep you awake at night.

Your investors will probably sleep like babies.

Stop expecting others to care about your startup as much as you do. They can’t.