We keep seeing this. If you had to point out the fundamental problem, what would it be?

I think it’s the disconnect. Each persona is an expert in their own field but is completely oblivious to other critical areas.

The founder knows how to raise money but doesn’t really understand the customers. The engineer knows the tech but doesn’t really understand what it takes to keep the business afloat. The salesperson knows what customers want but doesn’t really understand what’s possible to make. The investor knows the numbers but doesn’t really understand how poorly the business is run.

I suspect if you look at successful startups you’ll often see a very small (1-3) group of founders who are very close, each can do more than one thing really well, and their combined expertise means that together they have very few blindspots.

One important part of the story is in the very beginning: The founder’s motivation. To become wealthy.

You see this in the startup world a lot. Founders with 5+ failed startups in different sectors, because said founder picked the fields mainly by doing some market analysis. Not domain expertise.

There’s then a big mismatch between what the founder thinks is possible, and what the domain expert thinks is possible.

The defense is of course that some people can do that - Musk did it, so why not?

Another defense is that blindingly naïve optimism is sometimes needed to move the needle, as the concept “that can’t be done” simply doesn’t exist to some people.

I’ve sat through some pitches like that, where it is very obvious that the founder/CEO has limited knowledge and expertise in what they’re pitching, where the product is limited, but their enthusiasm is off the charts.

EDIT: The very latest happened only a couple of weeks ago. A startup had reached out to my employer as they’re developing a platform in our domain. Higher ups liked what they’d seen, enough to arrange a real meeting.

Startup is only 3 months old, and the moment I opened the platform I recognized a vibecoded (likely using clause) platform identical to almost all other launched on a daily basis.

So I probed a bit about data sources, serious questions regarding security, etc. but the guy was pretty fluent in consultant (turns out he had worked as a management consultant before launching), and the CTO was just nodding along.

In the end they wanted our data, and promised the moon on features - but as mentioned, I’m sure the whole product was entirely vibecoded.

Oh, I'm glad I don't work in the oven business. We're just starting a stealth startup that's revolutionizing dishwashers, and the prototypes are amazing. They use less water, less detergent, and this weekend we're hoping to solve the last remaining issue: occasionally, they break glasses.

This article could have been written 20 years ago (source : I was there), probably 50 years ago, and will probably be written for ever. (Although future éditions will have fun about AI.)

What I would love is to read more of the story from the perspective of the salesperson (we're all too sympathetic to the engineers, and potentially ceo - but I suspect their part of the story goes beyond "I'll just say yes to everything and cash my variable share of the deal". Otherwise, pour rational next move would be to all become salesperson and build oven on the side for fun.)

Also, I would love to read the perspective from the customer side ? ("What do you mean they sell oven that don't rotate ? We clearly specified that we needed an ISO-98765 compliant oven !!! OF COURSE it has to rotate !! why did the boss just went with the cheapest supplier again ?")

Or even the perspective from BigOven ("guys ! I read on linked in that this little startup has built a candle button, why don't we have that already ?")

More seriously - do you know of startups that got away with salespersons saying "no, sorry, we can't make rotating ovens, you should see our competition, or come back in three years." Aren't those dead as dodos, by virtue of not having any customer to pay the bill ?

Similar story here.

Even though our ovens actually work fine, the problem is a new competitor: OpenOven. Their oven is completely free, and on the Italian forum everyone talks about them. It has even way more buttons than ours (most don't work very well, but the community loves it).

We almost sold to MrBaguette, one of the biggest bakery chains in the world, as they wanted new oven supplier for their next generation of kitchen. Their chef tried our oven and loved it. But in the end they went with the pricier one from Corporate Oven, because some VP thought we were too small and worried we wouldn't supply them in 20 years.

Uncomfortably accurate, but a fantastic read. Somewhere between the candle button and "It doesn't rotate clockwise" I stopped laughing and started remembering.

I found the part about the engineer's motivation interesting:

> The founder offers [the engineer] 20% of the company and total freedom to build the perfect oven. The salary isn’t great, but there’s the promise: [...] And something more important than money: he’ll finally get to build the oven of his dreams.

That turned out to be a complete lie. Not necessarily a deliberate one - I think it's quite possible both the engineer and the founder were initially believing it - but it was still a situation that never existed in that way.

Essentially, they weren't aware of all the constraints that existed for their oven design and then mistook a situation where the constraints were unknown with one where there were no constraints at all and they could just build whatever they wanted. But the real constraints were set by the market, investors and corporate customers and those were already there before they even stated the company.

(I don't think it means you have to submit to those slavishly and can never bring anything of your actual vision into your products, but it feels naive to be completely unaware of them.)

I remember sitting in on a sales meeting early in my career. I kept quiet, but afterwards I complained to my manager that they were selling features that didn’t exist and conflicted with core concepts of the product. My manager told me that was how sales were made. I left the company not long after, I was already disgruntled prior to that discussion.

I’ve seen the same thing everywhere I go. I don’t have the disposition to be in sales, but I periodically daydream of making huge commissions by straight up bullshitting people. There seems to be no downside.

This was such a funny and refreshing read. Especially to find on this VC fuelled forum.

There was so much truth in this on a Dilbertesque level. If you can learn from this you are winning.

I am not saying "VC bad". I am saying it is a sharp-edged tool which you need to wield with great care. This humorous piece really points out the pitfalls.

Worth the read - do not just lurk here in the comment section (as I usually do!)

> When he gets home at night, he argues for hours on Italian forums about which type of oven is best. The Italian forums are, to him, the ultimate source of oven-truth.

This detail, among several others, is subtle but deeply fateful.

Too close to the home, ouch. It’s such a microcosm of things. I can imagine people reading this going “ah, the founder was right, it’s those damn nerds” or “at least WE generated sales” and so on. The more you do startups the more it seems that the time is indeed a flat circle.

> When Everything Is Urgent, Nothing Is

The most resonant line for me. This line for me is about how good project management meets team culture. You want a high performant team: one that remains focused and motivated - but the goals are carrots, not sticks.

> A month later, Mario leaves the company. [...] In the retro, it gets written down as a “learning.”

That hurts and exemplifies everything I hate about the industry. Humans lost on a Kanban board, abstracted away and covered in business speak.

I have started a number of (failed) companies and this, this article summarizes the last 15 years of my life. A software dev trying to play startup founder.

To whoever wrote this , thank you for so eloquently articulating something I’d failed to put into words.

Here is another story: A baker who bakes for her kids every day makes an oven. She spends years perfecting it by herself with details only someone who uses this product would notice. The nuance of gold baked details in just the right places on the bread, the infusion of essences for the cakes. The precise charring on the pizzas. She goes to young founder events to meet likeminded makers and they talk about space ovens and OvenCrunch incubators fund them just on school name and ideas. But the oven maker with the kids doesn’t even get an interview. She applies with a working product and increasing sales year over year for 10 years and no interview. Her over becomes an organically growing best seller and she doesn’t need the seed money anymore. Incubator founders have spend their seed funding on fancy trips and conferences and flying over the Egyptian pyramids on instagram. The Incubator partners say they don’t fund oven makers anymore because the business is too slow to grow and consumer stuff is a tarpit.

I’ve felt like this before but I think the responsibility of the founding engineer is underestimated. 20% of the company is a cofounder and a partnership. The failure was compromising on the buttons. An engineer who can say “no” is far more valuable than the one who will grind out features for a sales call.

I was waiting for the plot twist and it didn't come, so its genre is: horror.

> The engineer realizes something: building an algorithm that calculates baking time for cakes, pizzas, and bread is quite a bit more complex than it looked. Every dough is its own universe. They need to hire more engineers.

Why did the engineer, "who spends all day talking and arguing about ovens", not realize this sooner? Sure, "it is difficult to get a man to understand something, when his salary depends on his not understanding it", but the engineer's "salary isn’t great", and the real goal of building "the oven of his dreams" very much does depend on understanding this.

Or perhaps the engineer wasn't sure whether it was going to work, but the only way to find out was to try. Well, it seems like they tried, and they found out. Oh well.

---

I realize this story is an analogy, but—isn't this how VC is supposed to work? Ten startups try ten ambitious ideas. Nine fail, one succeeds. The one that succeeds does well enough to make up for the nine failures. And so it goes.

There was nothing really wrong with with the nine founders who failed, they were just unlucky. They can try again.

Put another way: perhaps the thing that went wrong in this story is simply that they didn't "fail fast"?

Disclaimer: I've never worked in this space.

> Engineering stops trying to build a good oven and starts adding buttons and features. Nobody made that decision. It just happened

I’ve found that most people hate making tradeoffs. They don’t recognize that the things they do like don’t do everything.

So If you focus too much on a customer or worse an internal stakeholder who hasn’t designed or built things, it can became a Homer Simpson designing a car situation.

This is so well written. What would really be icing on the cake would be for Mario to join another oven company that had the same premise (or similar vein) where he got to experience that all over again. Either way, there’s always a starry eyed graduate that thinks this is my ticket.

you know the pamphlets passed to soldiers before war.

your article needs to be passed to engineers & I guess everyone before graduating college.

in all the satire - what our industry forgot is - how did people build/fund companies before Venture Capital ?

It's flabbergasting how this story is close to the reality. Bookmarked, I would love to see it printed.

Brilliant! And this isn't really just about startups. Large companies are operating the exact same way.

Honest question: Does the founder end up making money this way? Can you really get rich building a failed business?

> “But this is a startup. And startups are built with blood and sweat. Everyone here has to sacrifice. You have two weeks.”

If only this simply applied to startups. Many enterprises today still remember their startup roots a little TOO clearly.

Brilliant. What I liked are the characters - it's hard to make every character motivation reasonable and so well communicated.

What I think is a bit of a missed opportunity is for the product to fail with "the pizza|cake|pastry is half-baked" and so customers still have to do the rest of the job anyway.

Being able to say no, across the company! Having an engineering team which is allowed to say No the founder. Having a sales team which is allowed to say No to the customer. Having founders who are allowed to say No to themselves, sit patiently and figure the root-causes.

Wow I was laughing internally. I couldn’t dare to laugh out loud because this story is too real to me. The moment I noticed that I just had to look back my life. Good read

The classic solution-in-search-of-a-problem.

If the founder had started by talking with people in the problem space, he could have discovered what problems were actually worth solving before investing any money and effort into a product.

Everything after that happened were downstream effects of creating something without a defensible reason why and for whom.

I made an account just to reply to this post. Happened to me. Word per word. From the start until the end. Exactly like it is.

Reading this made me hyperventilate

This was such a great read! Thank you! Too bad Oven Inc never got more headcount. Otherwise the engineers could've had a day hackathon week while the managers and founder went to a retreat for a strategy offsite.

Has anyone ever experienced the alternative? to building products from scratch, growing a business, without the drama?

This one hits a little too close to home. I left my company around 9 months ago due to being "Mario" at my old company. It was a good decision because it ended up being a sinking ship. I wish I left much sooner, but I didn't know the red flags at the time. An expensive lesson for me

Entertaining, very AI prose though.

The founder should have visited China's oven manufacturing market/industry after raising 5 million. This could have solved their first major client Pepepizza feature problem.

Well written. This applies much further than just equity raising startups.

This was an absolute delight to read. I have tried to build so many ovens in my life…

Interesting story. This seems a true story of the author? The author understands the characters of the people in the process of business. Understanding reality is not easy.

for me, the moral of the story is that it's easier to promise things than to deliver them. or, engineering was the bottleneck. in my experience, this is not particular to start-ups, or even software engineering.

why does this happen though? i think it could be due to short-term thinking. like buying things with a credit card: you get the shiny new thing immediately, but the payment is diluted over time. likewise, once the sale is made, you may feel the reward immediately (though i guess it depends on the exact nature of the deal), but the work that will have to be done, will be done over time.

also, it's no wonder that the founder, or, outside start-ups, the marketing department, which specializes in promising impossible things, manages to evade the blame...

Wow, this is so damn close to truth :)

MCP for browser automation is interesting because Safari's WebKit engine is the one most AI agents can't easily drive (Playwright and Puppeteer are Chromium-first). Having an MCP server for it could fill a real gap in cross-browser testing for agent workflows.

While the majority of comments are absolutely right in recognizing and lamenting such situations plaguing our industry, let's not forget this is an ultimate first world problem. It can be stressful and frustrating but we are a privileged bunch to be able to call this 'pain'.

Daft! And very strangely true. I recognised several moments and events in the story

If I didn't laugh i'd cry.

Brilliant autobiography.

Great story. Reminded me what my professional nightmare would look like. But, I think at the end it started to thin out its allegorical premise when it started including SWE terms like Kanban and retros.

This was actually so good to read. It really reminded me of so many of my past experiences at startups.

Well written and it perfectly describes reality, it got me hooked and nodding from start to finish.

Spoiler: This is not about ovens.

Spoiler: this is not about ovens.

How on earth did this post get so many points and comments lol

Ouch, that hits close to home, and it seems like it does for a lot of others out there as well.

So what's the solution? Is there a playbook that avoids these pitfalls, or is it just the cost of the spin. Ideally, something early engineers can point to when we see non-technical founders falling into familiar traps.

This is inkblot test. Some will read it and see fundamental irrationality. Others will read it and say “it could have worked out if a couple of things had gone their way.”

The story could be change with just a few sentences in the middle that would turn it into the founding myth of how Globoven took 100% of the market for energy efficient portable emergency ovens for NATO military use.

this is the best thing i've read in a while. it's both triggering and prophetic at the same time. really captures the essence of what happens in startups. well done.

The more I read into it, the more pain memory flashbacks I got. Bravo

my favorite blog post of all time... this should go in a museum

A legend in the making.

Every feature you add to you product really explodes the amount of new states you have to take care of, in addition to the risk of diverting the core product vision

Brilliant. Brutal.

s/oven/cms/g

Enjoyed this – very entertaining!

I mean sure, but look, I will not make the same mistakes.

Also my context is totally different. And MY oven concept has none of the drawbacks of their oven and Claude tells me I'm definitely on to something.

I'm off to the notary to sign the docs for Oven.ai (got the domain for only 300k!!) See ya on my yacht!

No cap

i am completely new to this stuff (just made a mobile app). thanks for explaining (in 5 year-old kiddo style) how funding and corpo slop works. WOWOW

This is such European take on startups. Tesla was making shitty overpriced status symbols/value signalling cars and selling FSD for 10k knowing very well that it will not work with car hardware. It took them 10 years to "fake it until you make it stage".

If founder keep iterating and hyping his ovens with enough capital he could become big player in oven maker space and disrupting industry. Learning from this article was that he lacked capital and vision.