In partnership with
You're watching everyone else figure it out. They're shipping faster, growing cleaner, saying the right things to the right people. And you're here, stuck in the gap between what you're building and what it's supposed to become.
That discomfort? Most founders treat it like a bug to fix. They pivot, they hire, they rebrand - anything to make the feeling stop.
But what if the discomfort is the only honest signal you have?
HubSpot felt it too. Halligan and Shah watched Salesforce, Marketo, and Oracle own the category. Enterprise software that needed consultants, six-month implementations, and someone's approval three levels up. They could've built "Salesforce lite" and competed for leftovers.
Instead, they sat with a harder question: why does marketing software seem to hate marketers?
Here's what most founders can't stomach - they admitted the model itself was broken. Enterprise companies made money from complexity. Consultants from confusion. Everyone profited from marketers feeling inadequate.
They coined a term no one searched for and gave everything away for free - built software assuming you weren't an expert. Sat with years of "inbound isn't real" and "why help competitors?" while everyone else monetized gatekeeping.
The discomfort wasn't wrong; it was showing them what was.
Sit with:
What am I accepting as "how it's done" that actually feels broken?
What would I build if I stopped trying to fit?
What truth am I medicating with activity?
Don't fix the discomfort. Let it show you what matters.
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— Ian Adams, Founder the little red sofa
Before founding the little red sofa, I led strategy and creative for brands like Jeep, HSBC, and Unilever at top global agencies and in-house teams across 8 countries. Now I partner with brands to do the uncomfortable work that builds resilience. That’s how they become unshakable. Impossible to ignore.
