1. Fast Isn't Always Forward
"Move fast and break things."
Facebook made it gospel. Founders took it literally. Ship now. Hire now. Burn cash. Repeat.
But speed stopped being a tool. It became a costume. A performance. Founders started mimicking scale instead of earning it.
That’s when startups start to fall into what I call corporate cosplay.
2. What Corporate Cosplay Looks Like
Corporate cosplay is when early-stage founders try to look like big companies before they've solved the basics.
- PMF? Still figuring it out.
- Revenue? Some pilots, maybe.
- Team? Already 15 people deep, with titles.
The trap gets deeper when VCs applaud the illusion—"great momentum!"
—without asking the harder questions.
The result? Infrastructure without velocity. Bureaucracy without agility. Hype without signal.
3. The Big Hire Mistake It starts with resumes. The ex-McKinsey lead. The Google product head. The Big Four finance director. But here's the problem: - They expect structure. You've got chaos. - They want playbooks. You're still writing yours. - They're used to inbound. You're stuck cold-calling. - They want to lead. You need people who do. In a corporation, they're part of the system. In a startup, they are the system. And most aren't built for that leap. You don't need executives. You need people who stretch, build, and ship.
4. Growth Theater vs. Real Progress Just because you're hiring, scaling, or making noise doesn't mean you're growing. Here's what performative speed looks like: - Sales teams selling a product that's half-baked - Marketing spending without clarity on who you're targeting - Event teams taking any money, even when it hurts credibility - Headcount growing without clear roles or accountability Every extra layer adds weight. Without strategic clarity, you're just accelerating into chaos.
5. When to Go Fast (and When to Slow Down)
Speed isn't bad. Blind speed is.
Use Amazon's lens:
- Two-Way Doors: Reversible decisions -- move fast with 70% data
- One-Way Doors: Permanent moves -- slow down, gather 90%
The weight of the decision should set the pace.
Fast isn't smart unless it's informed.
6. Make Reflection a Ritual
Don't just move-pause often:
- What should we stop?
- What should we start?
- What should we continue?
Strategic reflection sharpens instincts. It keeps you honest. It builds the kind of muscle you need to scale responsibly.
Add in light structure:
- Launch checklists
- Feedback loops
- Accountable owners-not just warm bodies
Speed with preparation = confidence. Speed without it = confusion.
7. Earn Your Growth
You don't need a Head of Strategy.
You need someone who can run the play, fix the bug, close the deal, and send the invoice.
You don't need a COO.
You need a calendar, a working Notion board, and one founder willing to juggle five jobs.
You don't need to look like a unicorn.
You need to survive long enough to earn the horn.
The only way to build a great big company is to first become a sharp, scrappy, focused small one.
Stop Cosplaying
You don't need to perform scale. You need to earn it.
Move fast-but only when you know where you're headed.
Build in public—but not for vanity.
Hire well-but only for the stage you're in.
Put trampolines where things might fall.
Protect your people. Protect your cash. Protect your focus.
Sometimes slowing down isn't falling behind.
It's what keeps you in the game.
And the real ones? They’re not playing dress-up.