The fear that stops us before we start🔗

“What makes entrepreneurship hard isn’t the work; it’s not knowing whether it’ll work.” – Alex Hormozi

Alex hits the nail on the head. As founders, we don’t fear hard work—we fear wasted work. The hours we pour into pitch decks, code, strategy sessions, and investor calls all feel worthwhile when they pay off. But what about the times they don’t?

That’s where most people stop. They pull back, hedge their bets, and end up playing it safe. But you’re not most people. The real work of entrepreneurship isn’t about knowing if you’ll win. It’s about showing up, again and again, until the work itself becomes the reward.

So, why do we do this?🔗

Let’s be honest—most of us didn’t start companies because we wanted to build products. We started because we wanted to build freedom.

It’s easy to lose sight of that when growth feels slow or setbacks pile up. But this journey is about more than exits and funding rounds. It’s about reclaiming control over our lives and proving to ourselves that we can create something that matters.

The finish line might not be visible, but here’s the truth: there isn’t one. Founders don’t “finish.” We evolve.

Motivation is a muscle—train it🔗

Motivation isn’t magic. It’s a muscle. And like any muscle, it grows through repetition.

1. Focus on progress, not perfection🔗

You won’t get everything right, but you will get better. Celebrate the steps, not just the outcomes. Landed one new customer? That’s momentum. Improved your pitch deck? That’s progress.

Keep score—not to punish yourself, but to prove you’re moving.

2. Build systems, not just goals🔗

Goals give you direction, but systems keep you moving when motivation dips.

•Instead of saying, “I’ll raise £1 million,” build a system: “I’ll have 10 investor meetings per week.”

•Instead of saying, “We’ll launch in 3 months,” create a cadence of weekly updates to track milestones.

Systems make progress inevitable.

3. Borrow confidence when you don’t have it🔗

Every founder doubts themselves. The trick is to surround yourself with people who remind you why you started—co-founders, friends, mentors, and even your team. Borrow their belief when yours runs low.

No work is wasted🔗

You might pivot. You might fail. You might build something no one understands until years later.

But none of it is wasted. Every late night, every rejection, and every false start sharpens you. It forces you to level up. So keep going. Not because you know it’ll work, but because working on yourself and your vision is always worth it.

Stay hard. For now, not forever.🔗

Founders aren’t superhuman. We burn out. We doubt ourselves. We wrestle with decisions that keep us awake at night and stretch us to the edge of our limits. But here’s the thing—we also keep going when others quit. Not because we have to, but because we choose to.

Building something from nothing demands resilience. It demands sacrifice. It asks you to show up every day, even when the results don’t show up with you. And it’s exhausting.

Hard work isn’t forever, but progress depends on it today.

Don’t go it alone🔗

Loneliness is one of the hardest parts of the founder journey. You’ll feel like no one else understands the pressure, the doubts, or the responsibility you carry. But you’re not alone—even when it feels that way.

•Find your tribe. Whether it’s a co-founder, a mastermind group, mentors or other founders in your network, surround yourself with people who get it. People who’ll lift you up when the weight gets heavy—and call you out when you’re slipping.

•Talk about it. Share your struggles. Vulnerability doesn’t make you weak; it builds trust. The best founders don’t pretend to have it all figured out—they seek help when they need it.

Build habits that last🔗

You can’t sprint forever. Burnout doesn’t just kill businesses; it kills dreams. Staying hard doesn’t mean running yourself into the ground. It means being intentional about how you work—and rest.

1. Set boundaries. Decide when work ends each day, and stick to it. Protect time with your family, friends, or yourself like it’s a board meeting.
2. Celebrate wins—BIG and small. Don’t wait until the exit to pop the champagne. Celebrate the product launch. Celebrate hiring your first employee. Celebrate progress.
3. Take care of yourself. Exercise. Eat well. Sleep. It’s basic, but it’s also the first thing founders sacrifice. Don’t. You can’t build a thriving company if you’re running on empty.

Freedom to:🔗

•Spend time with your family without asking permission.

•Walk away from opportunities that don’t excite you.

•Double down on ideas that light you up.

Money is just a tool to get there. Don’t lose sight of that. And remember—freedom doesn’t come when you exit; it comes when you decide to own your time and choices today.

The finish line is an illusion🔗

The truth is, there’s no finish line—not really. There will always be another goal, another target, another problem to solve. But freedom doesn’t come from reaching the end. It comes from owning the journey.

Stay hard for now, not forever. Push through the moments that feel impossible. But know this: the goal isn’t to stay in the grind forever. It’s to create something so meaningful that you earn the freedom to step back and choose what comes next.

That’s the real win—not just building a company but building a life you’re proud of.

Be bold. Be brave. Be kind.🔗

Patrick Smith

Founder and CEO

zally