The Growth Puzzle Only You Can Solve
Why no one—not even a seasoned expert—can build your growth engine better than you
Recently, I had lunch with a founder I met during my world tour last year. I spoke with a lot of founders on that trip—but very few felt like people I’d genuinely want to work with. This guy was different: exciting vision, deep sector expertise and credibility, and the kind of chemistry I look for when working with a founder. We agreed that when the time was right, we’d explore an interim VP of Growth role.
So it was tough to tell him I wouldn’t be available. I’m diving into something of my own that I’m excited to build.
But as we talked, it became clear that even if I were available, the best thing for him—and his startup—would be to keep doing exactly what he’s doing.
You’re Closer Than You Think
All startups are different. In his case, he’s already built a strong foundation:
• Keeping pace with customer demand
• Seeing early network effects (referrals from happy customers)
• Watching interest from one customer type drive demand for others
• Improving product-market fit through real-world feedback loops
It’s tempting to think an expert could come in and make things easier. But the truth is, even I wouldn’t be able to match the momentum he’s already creating. He has sector expertise, direct customer insight, and the day-to-day agility that no outsider could replicate.
Through every day of execution, he’s becoming a little more qualified than anyone else.
When he mentioned wishing he could tap into my years of growth experience, I explained something important: every growth system is unique. What he’s building can’t be copied from someone else’s playbook—it has to be created. By solving the puzzle himself, he’s setting himself up to orchestrate the system long-term—and when he eventually hires a Head of Growth, he’ll be a true partner, not just a delegator.
Why Stepping Back at the Wrong Time Can Hurt
He asked if my upcoming Growth for Founders course would be a good fit. I surprised him by saying no—not now.
Right now, he’s sprinting forward. Taking a course might slow him down.
I shared a quick story from early in my career:
When I was making strong progress growing my first startup, I felt insecure about my lack of formal marketing education. So I enrolled in a strategic marketing course at NYU.
It was a huge distraction. The course focused on traditional marketing, not the unique challenges of building internet businesses in 1996. I lost momentum trying to force-fit what I was learning into the real-world challenges we were facing.
The problem wasn’t that I didn’t know enough—it was that I stepped away from solving our specific puzzle.
He’s in the same spot now—deep in the puzzle, making meaningful progress where it matters most.
When to Stop Going It Alone
At some point, if momentum slows and he starts to feel stuck, that may be the right moment to step back and take a course—to unlock fresh ideas and new approaches.
Or alternatively, if growth begins to outpace his ability to manage it, that’s a clear signal it’s time to bring in help. By then, he’ll have built a working system and can train others using the playbook he’s created through firsthand experience.
Even if he eventually hands off growth entirely, his deep understanding of what’s working will make him a true partner in scaling the approach—not just a spectator.
There’s No Growth Expert for Your Unique Business
As he continues building, it’s important to remember: there’s no growth expert who already knows how to build your system.
You might find someone who’s good at solving puzzles. But no one will be as motivated, as persistent, or as capable as you.
You have all the upside if it works—and all the downside if it doesn’t. That gives you more power than you might realize—power to build something truly lasting.
Keep building. Keep learning. Trust yourself. You're already building the engine that will power your growth—keep going.
While I don't recommend stepping away for a full course when you're making strong progress solving your puzzle, my upcoming free 30-minute Lightning Lesson for founders—and can help bring some structure to your journey.
Damn, this hit Sean. I talk about this exact thing in my soon to be released book, The New Rules of Marketing Warfare. Too many founders try to outsource the fight before they’ve even figured out what war they’re in. Nobody’s gonna build your growth engine better than you, because nobody else has the scars, instincts, and real-time feedback you’re getting in the trenches. Love the reminder to keep solving your own puzzle before handing someone the playbook.