Dear SaaStr: Is It OK Just To Do Things Yourself as a Founder Sometimes? Even if you’ve hired someone to do it?
Yes, absolutely. In fact, sometimes as a founder, you have to do things yourself.
Early on, especially before you’ve hit product-market fit or when you’re trying to figure out what’s broken, there’s no substitute for rolling up your sleeves and diving in. Founders who stay close to the work—whether it’s selling, onboarding customers, or even troubleshooting product issues—tend to have a much better understanding of what’s really going on in their business.
It’s also often true as you are entering new markets, or selling new customers. One of SaaStr Fund’s fastest growing portfolio companies is restaurant SaaS leader Owner. When they launched a huge new feature customers were demanding, the CTO not only built it himself — but launched it in person at 10 customers. Flew out, set it up, and managed the launch.
Here’s why it’s not just okay, but often necessary … at times:
1. You Truly Learn What Works (and What Doesn’t)
If you’re struggling with sales, for example, you need to get in the trenches and sell yourself. I’ve said this before: if you haven’t personally sold at least $500K worth of your product, you’re missing a critical piece of the puzzle. Selling yourself teaches you what resonates with customers, what objections come up, and where the gaps are in your pitch or product 4. It’s the same with other areas—whether it’s marketing, customer success, or even product development.
2. You Set the Standard
When you do something yourself, you set the bar for how it should be done. Whether it’s how to close a deal, how to onboard a customer, or how to handle a tough situation, your team learns by watching you. This is especially important in the early days when you’re still building the DNA of your company.
3. You Stay Close to the Customer
Too many founders get at least partially removed from segments of their customers after the early days. Those who stay close to their customers make better decisions. If you’re not talking to customers regularly, you’re relying on secondhand information, which is never as good. Doing things yourself—like sitting in on sales calls or handling support tickets—keeps you connected to the people who matter most.
4. You Solve Problems Faster
Sometimes, the fastest way to fix a problem is to jump in and do it yourself. If your team is stuck or something isn’t working, you can’t afford to wait for someone else to figure it out. As a founder, you’re the ultimate problem solver.
5. It’s a Reality Check
When growth slows or things aren’t working, it’s easy to get caught up in high-level strategy and lose sight of the basics. Doing things yourself forces you to confront the reality of your business. If you’re not willing to get your hands dirty, you might miss the root cause of the problem.
There’s a balance. You can’t do everything yourself forever. As your company grows, you need to delegate and trust your team. But even then, there are moments when it’s worth stepping back in—especially when something is broken or when you’re entering a new phase of growth. Just don’t let it become a crutch. If you’re constantly doing everything yourself, it’s a sign you haven’t built the right team or processes yet.
So yes, it’s okay—and often necessary—to do things yourself. Just make sure you’re doing it for the right reasons: to learn, to lead, and to fix what’s broken.
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