The last 1.5 moths have been working on the MVP of coolboard.io (an AI powered collaborative whiteboard solution). I made a good progress, but I always feel anxious.
I think it stems from the feeling that the project being too big for me: I am a solo founder, this is my first venture and I am not familiar with a lot of things. I don't know how to do marketing, I don't know how to manage a business, I don't know how to deal with contractors (since there are stuff that are beyond me). So there are many-many unknown things. Also besides Indie Hackers I have nobody to ask questions from: I neither have a mentor nor a group or anything.
I have to admit sometimes I feel uncomfortable coming to Indie Hackers because I can see the milestones on the right: "I hit 10 million subscribes within a week", "just reached 500k MRR...". While I haven't made a penny yet, actually I've just lost money so far.
I know this is just the social media effect: everyone shows their success off and they speak less about their struggles, but still.
So after I vented a bit, my question is: how do you guys cope with the anxiety? Or to whom do you turn if you have questions/problems with regard to you business?
Edit: Guys I'm amazed by how supportive Indie Hackers is. I am so glad that I can be part of this community!!
Absolute Focus on the current moment instead of past or future helped me to overcome anxiety after I was told I could become quadriplegic and I had to shutdown my startup which I was running successfully as a solopreneur for 5 years.
Philosophers called it optimal state of consciousness and Psychologists call it Flow.
Rich kids call it as Mindfulness.
What ever it's called, its just simple focus on the present and it works.
Yes, probably this can help a lot, though I think it requires some discipline.
I wanted to add to @Abishek_Muthian's excellent answer is that PRACTICE is key.
Breaking your anxiety down into steps, and being present with each one, understanding yourself and your surroundings, and having more reps under your belt absolutely helps.
A ways back I wrote an article based on a video I found that taught navy trainees how to survive a helicopter crashing into water. THAT is anxiety inducing to just think about!
But what was amazing to me was how specifically the trainers were able to break down the steps and run the whole thing as drills.
The video and my analysis is might be helpful, or at least interesting to reflect on! https://stackingthebricks.com/survive-panic-business/
Thanks Alex, I'll check out the article!
This is the best answer. 🙌
I understand your pain. Yes it does feel hard, the challenges will flow constantly and it is easy to get carried away. I was a solo founder and assembled my team. However, the worries did not decline, they went up, because once you have a team, you develop dependencies... and then that becomes a different ball game. So enjoy the solo status even if it may appear negative at the moment.
One thing you could try is to 'feel more and think less'. This can bring you closer to the 'present' as it cuts out focus on the past or future. And be open to welcome what you feel. When it works, it works well for me. If not, I just feel 'the unmet expectation'. Expectations can be big obstacles imho. When they come, don't push them away, just say hi :) I see you :) have a seat.
Take some time to sit outside and just be, that can help too. A lot of the current cravings for this and that might feel terribly important in the moment, you might even see your own avoidance behaviors, even feel guilty about them etc... and even how your own mind wants to work against your own interest... all that when seen clearly will have less power over you.
And please don't read too much about success stories of others... (even if you do, that's ok too, you just need to know it is happening, that in itself is enough to prevent them from making you feel incomplete). Life works in strange ways... e.g. recently I made far more money on the stock market than the best times of my career when I worked extremely hard... Even those 'signs' of 'success' can feel painful (at least for me and when I was younger, I was laughing at stock chasing people with a passion). I wish I could for e.g. make half of what I make from stocks from my business. I will still keep trying, sometimes you are rewarded in strange ways. And then there is also the case where sometimes your customers may rate/rank your different products very differently from how you would do it if you were in their shoes. It happens very often actually. For e.g. some of the papers I wrote that I find 'crap' have the most citations, those I LOVE get no love. It's a strange journey, just cultivate openness, there are too many things in our blind spots. Long story short, never stop loving YOU, no matter what. And cultivate your independence ... because once you think someone else will complete you... that's a big trap.
Don't take stories your mind tell you about yourself or your business too seriously. Your true worth as a human being is beyond all that... external thing that we call 'world'. Enjoy the ride. Creativity does not hang around for long when you don't make your own mood management priority #1.
By showing up and keep at it, day in day out.
Hey John,
Join us! Take a month and build with us in a little group. I'm not sure if it's corona related or what but it's helped me this month a lot. xoxo.vc
Hey Andrew!
xoxo.vc is a great idea. I am going to join!
Awesome!
Hi John,
Uclusion has two co-founders and that's definitely normally better for this kind of anxiety. But it can also lead to anxiety as if either of us gives in to a "10 million subscribers" headline we both suffer.
If it helps I just want to mention I'm a big fan of Coolboard and just joined your waiting list. You're bootstrapping a big, really useful idea and that is a wonderful thing when so many are cynically after quick, much less useful wins.
For dealing with contractors we made this video on how to use Uclusion the same way we do with contractors. We believe it will help lower your stress with managing your contractor ROI as it did for us.
Good luck,
David
Thank you David the kind words! They made me feel much better :)
Also thanks for subscribing! I've signed up to you site too. I'll check it out, how it works. Cheers!
Blow on your thumb. Trust me ;)
Working on the emotions was the hardest part of my career
I just realised that emotions are useless on the way to success
However, easier said than done
Whenever I have some questions bothering me, I turn to communities
That's always a source of "ways to go" in a calm and rational way :)
Start with sales and then build a product - you will never be anxious ever again.
Have you ever feel guilty about selling a product that was never implemented... because you 'sold' it without having it in your hands? in software engineering, some call it 'vapor ware'. I think it depends on your area of interest. I want to cultivate the attitude you propose if it helps, but my heart kinds of resist... may be with more info you may convince me.
You sound like someone who sets high standards for your performance and seeks to improve both your capabilities and your results. This creates a certain amount of tension between what you have accomplished and where you want to be, and between what you are currently capable of and capabilities you want to develop.
I think all of us deal with anxiety in different forms. There are two parallel approaches to consider:
take the pressure off by giving yourself an experiment budget, or an error budget, or a homework / practice budget. Plan for a high rate of failure since you are venturing into unknown territory and be gentle with yourself. The medical profession has a model they call "forgive and remember." They are very forgiving of errors in judgement but don't tolerate ethical mistakes. I think that's a good model for entrepreneurs as well. Pay close attention to where you were unkind or misrepresented the situation or cheated someone. These actions are sometimes advocated as effective shortcuts but do more damage to your business than any honest mistake you can make.
engage in activities that reduce your stress level and increase your resilience. This includes mundane items like making sure you are getting enough sleep, taking breaks for regular exercise (even if it's just going for a walk), maintaining connections with friends and acquaintances. I find meditation is also helpful but your mileage may vary.
This is one of the reasons I founded the Bootstrapper Breakfasts in 2006. It's a low key roundtable discussion among serious entrepreneurs. You can see a schedule at https://www.meetup.com/Bootstrappers-Breakfast-SV/ (We have an event tomorrow at 9am you are welcome to attend, see https://www.meetup.com/Bootstrappers-Breakfast-SV/events/xqhnpqybcfbkc/ )
One poem I find very helpful is the Desiderata by Max Erhman, here are a few key lines I repeat to myself from time to time when I feel my stress level creeping up.
Entrepreneurship is an emotional roller coaster. I try to compare notes regularly with a number of folks. I ask for help and criticism so that I can improve, even when it stings a lot, and I try to be helpful to others where I can.
Anyway, I hope this helps. I have included a couple of quotes you may find helpful.
“One of the best things you can do is call someone else facing a similar problem and talk them through it. When you talk other people through their problems, you come up with wiser perspectives and solutions for yourself.”
Adam Grant, author of "Give and Take"
“Happiness equals reality minus expectations.”
Tom Magliozzi
It’s only after you fail once or twice and learn to rely equally on thought, analysis, and anticipation–in addition to speed, talent, and execution–that you can really call yourself an entrepreneur. "
Barry Moltz in "You Need to Be a Little Crazy"
The advice here is pretty solid. Not sure I have anything to add, just thought I'd chime in and say you're not alone, brother! I'm generally prone to chronic anxiety, but I think running a startup exasperates it for most. So much unknown.
I recently moved to Mountain View (from Canada) and would happily grab a coffee if you ever wanted to chat!
If it makes you feel better, I also feel way over my head in terms of marketing/sales. I've always been good at writing the codez, but that doesn't seem to count for anything when you are trying to get your own thing out there.
Look into drugs 😉. No, really, anxiety is a real disease which can lead to other worse things like depression if left untreated -- especially in this isolated pandemic-hell world we live in now.
For the longest time, I felt that taking drugs was a failure for something that's "just in your head." But, it's really not.
It's a way to get yourself back out there and motivated again.
A small amount of Xanex or a serotonin-reuptake inhibitor can make all the difference. Obviously, you should talk to a doctor and not some random person on the internet.
But, anyway, you aren't alone.
I tried Valerian root to help me sleep (not even the ballpark of Xanex and others), but deep down I have a feeling that drugs cannot be the answer for me. Fortunately my anxiety is not that harsh... yet :)
Hi John - Here's a few quotes I keep in my back pocket for whenever I'm feeling the pressure... "Don't compare your beginning to someone else's middle". We all have to start somewhere so try to enjoy the journey.
Also - "don't worry about the things you can't control", ...which is to say - focus on the things you can control ...as Reid Hoffman says "Sometimes you have to let fires burn"
Yes, I agree. But I have to keep remind myself about this wisdom. There is a famous prayer which helps to remember:
Hey John,
Brave of you to share this. Most people don't bother sharing about the tough time even though these are what stop people from continuing their business! If you can keep going where others stopped, you can find success!
I've learned from other indiehackers that motivation is a very common challenge and there's very little out there to help people out (those damn 10 million subscriber articles usually refrain from the years of work that come before, are total lies or a lucky shot - they really aren't motivational). It's one of the things I work on with validator.phalox.be.
I took some time to dig through your posts on IH and your website. (No I'm not a stalker, I just want to give honest feedback with a bit of background knowledge! - if I'm totally off, please forgive me and disregard this post :-)).
When I look at your landing page, I'm having issues figuring out what your value proposition is and who you're making it for. I've noticed from other projects that this usually means that it's not very clear for the indiehacker either :-) Not having a clear image of who your customer means, you can't really know their issues and can therefore not define a solution. So I'm somewhat going to agree with the UI designer who you talked to: I do think you need to go back to Idea validation.
Don't worry though, it's only a matter of shifting your focus from the solution, to the problem (and the customer). It's hard to keep it there, but if you manage it will do miracles. A 2nd thing, I don't believe you need to do any engineering at this stage. You're spending money on something that might never take off. You already have a landing page, which is great. Now you'll need to adjust your messaging to see what people are interested in. You should also spend 90% of your time on reaching out to customers to validate the problem you're trying to solve.
From your messages it seems that you're trying to build a lot of features at once; but there's a great chance that only 1 feature is the true core value. How can you trim down on this? (and how can you trim down on the resulting thing; up to a point where you have the simplest possible thing to release to your first customers).
My last piece of advice: We get anxious because of uncertainty. Uncertainty grows when we don't validate our assumptions with our customers frequently (during this time we build a fantasy world, and we're afraid it might collapse; making it even harder to go talk to customers). Make your experiments as small as possible, validate with a couple of people and go to the next one. Slowly you'll build your solution, in an even better manner: WITH your customers!
There's much more where this came from. If you're interested in alpha testing my offer validator.phalox.be, do reach out :) Good luck with your endeavors!
Hey Phalox,
Thanks for checking out my website and for the feedback! Since then (partially because of that designer's advice) I rethought the value proposition and my target audience.
However the redesign and renewal of the site is in progress. I am now fully confident about the validity of my idea for these reasons:
Maybe I am mistaken but I reckon since there are so many competitors, and people are using those solutions I don't really need to validate the basic idea: an online collaborative whiteboard.
From that point what matters is if I can somehow distinguish my product from the others. Which I believe I can, because this will heavily rely on ML and A.I techniques so that it can provide a distraction free and minimalist UI.
Unfortunately to validate if that works and to see if people like it I need to build an MVP with at least basic ML/A.I features. And this is a huge task already.
So I have a suspicion that what I am working on is not a classic startup idea which is pretty new and need to be figured out if people have the problem, but I have to focus on execution.
What do you think? Where is the error in this logic? It seems you have much more experience than me and seems you're coming from a business background while I am engineer who loves to focus on building things :)
Hi Rideg,
You couldn't be more mistaken about my background. I'm an electronics engineer by education and worked 3 years on writing embedded software that go in people's heads :-). I'm also one of those people who write for fun Assembly code. But it is true that I've grown a liking for the business/marketing side of things (I'm very self-taught); which I've applied in my career as product manager.
I can't say for sure if there's an error or not, but I do think you're skipping a huge opportunity. Let's talk about what you're probably very familiar with: Scrum and sprints. Every 2 week period is, in a way, an experiment. It's possible that after these 2 weeks you learn that the feature is not really what the customer has in mind. So even here, you're constantly validating, and you're trying to do it in small chunks.
Another thing very common in software, is that we very often go from mockups/designs/specs, straight into writing the actual product. A big investment, with a high risk. Also there are ways to reduce that risk.
Which brings me to you: I think you have massive opportunity to do smaller experiments, onboard early adopters/enthusiasts and co-create with them. Maybe it's just not clear on the website, but 'AI/ML' isn't a value proposition that solves a pain :-) Here are just some ideas of what you could try: Make mockups (can even be on paper) and ask people to use them. Validate that it really IS solving a pain (one of my business ideas turned out to be a total waste of time. Even though it seemed good to have a technical solution for a problem, the problem wasn't big enough to justify paying and the users wouldn't adopt it). Once you really start building the product, what about you try a concierge service: Provide the product, but you do the AI work manually (yeah, I know this has limitations, but if you're having too much work, you're in a luxury position).
Co-creating with early adopters is totally going to fix the feelings you're having right now. You'll be 'living in the real world', not afraid of any big up front risks, and it's super gratifying to know that you're REALLY solving a customer issue.
I think I might be able to help you further, so let me know if it's something you want to try :-)
Well, You have to remind yourself about this a lot. Also, What you can do is remind yourself of your achievement.
You are a solo founder! Be proud of that.
There are a lot of failure stories posted here as well, try reading them if that soothes your mind.
Thank you. I am trying to remind myself constantly.
I use https://en.wikipedia.org/wiki/Rational_emotive_behavior_therapy
I'll check it out. Thanks!
Hey John! Are you working on it full time? If that's the case, maybe you're anxious because you feel like you have to make money at all cost and can't afford to fail.
That's not a good position to be in, especially if it's your first project, because let's be honest: we rarely succeed at our first try. Have you considered freelancing or taking a part time job? That could help taking some pressure away.
If you already have a job and this is a side project... give yourself permission to relax 🙂
Fortunately money is not an issue here. I still have my day job, however I am on a longer leave (4 months) so currently can work full time on the idea while receiving full salary and benefits.
Yes probably I should be a bit more relaxed about the project. I'll try. Thanks!
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What you said made me think. And I realized that not the individual parts of the business make me anxious: I am ok with talking with strangers (it is not comfortable, but does not scare me anymore), I am ok with leading the development, or with learning marketing etc. Actually each part makes me excited because I love to learn new stuff.

However all these things combined: I mentally depict myself in front of Mt. Kilimanjaro
with the task to move it to the other side of Africa.
Yes definitely have to find a support group.