The lies I told myself as a founder. A honest list.

I've been building things for years. Some failed. One is almost working.
Here's what I've learned: the market didn't kill my projects. I did. Slowly. With stories I told myself that felt completely reasonable at the time.

"I know what my users need"
Spoiler: I didn't. I assumed my problem was everyone's problem. I collected nods and called them validation. I never actually asked the uncomfortable question — what does your day look like and what makes you want to quit? I built the answer to a question nobody asked me.

"I'll be live and making money in six months"
I've said this three times now. With three different products. I am currently at month twenty-something with AiduxCare, the product works, real users are using it, and I am nowhere near where I thought I'd be by now. Multiply your timeline by three. Then add six months. You're getting closer.

"This is different because I really understand the problem"
I'm a physiotherapist building a tool for physiotherapists. How could I be wrong? Turns out, understanding the clinical problem and understanding what someone will actually pay for are two completely different things. I found that out the hard way.

The one I'm still carrying
Planning optimism. I know it's there. I can see it. And I still can't stop doing it. This week I'm launching a pilot in Spain and I'm already mentally calculating how fast it'll grow. My track record says I'm wrong. My gut says this time is different.
It's probably not.

What's the bias you know you have but can't shake?