This week I had a routine call with one of my clients — a founder in the early stages of launching a product — and he asked, “When does it become a real business?”
He’s in prototyping mode for his CPG brand, and while finance, marketing, growth, packaging (the list goes on) are all spinning in his brain, we keep coming back to one thing: the product. Let’s get something that's ready to get into the world, and then tackle the rest.
He’s asking all the big (and right) questions, in my opinion:
Where could this brand go?
What problems could it solve?
Who does it serve — in the supply chain and in the world?
Will I sell it?
How exactly do I make my first $5k? $10k? $500k?
Is that even possible?!
All of which brought me back to something I’ve thought a lot about since becoming a first-time founder nearly a decade ago: What does the emotional toolkit of a founder look like? What are some of the big questions you need to ask...and also have the answers to, before you launch the product, register the LLC, make the branding deck, pitch deck, or “big announcement” on social media?
I’ve been reflecting on how much of the founder journey is invisible — the part that doesn’t make it into investor updates or podcast interviews. The fear. The identity shifts. The big questions and the big answers. The 2:17am “WTF am I doing?” spiral that returns at 4:42am.
🧠 Inside This Issue
For those of you new here (👋🏽 welcome!) — this newsletter weaves through the blurry lines of politics, storytelling, leadership, and entrepreneurship — with a human lens and a critical edge. I write about what’s not usually said out loud.
This week: → The emotional toolkit every founder needs → How I'm rethinking my own brand
Name Your Fear. Not vaguely. Specifically. → Are you afraid of being broke? → Letting down your family? → Public failure? → Outshining a loved one? When fear is named, it loses its grip. You can actually plan around it.
Know Your Why. Classic for a reason. → If it fails, will you still be proud you tried? → Is this about proving something — or building something?
Build the Boundaries Now. Create your shock absorbers early. Don’t wait until burnout to set boundaries or build support systems. What keeps you centered when things get loud?
Find Your People. And not just ones who “get it.” Find folks who’ll hold you to your values, not just your metrics. Build a trust circle that tells you the truth — even when it’s hard.
⚡ Here’s the real kicker: Most founders think stress comes from failure. But in reality, success just leads to higher-stakes questions. Milestones become starting lines., and your emotional growth needs to scale just as fast as your strategy.
💬 Question Of The Week: What’s one piece of emotional prep you wish you had done before launching your last big thing, or stepping into a new leadership position?
💭 From My Desk:
I’ve been thinking a lot about the “why” behind my own work. For better or for worse, I'm a generalist. And like some of you, I've struggled with questions around how to position myself and what to say "yes" to just because I can do it. This summer, I’m rebranding my consultancy into the dynamic entity it's been since day 1: NIYAH Advisory: A Leadership Studio by Arshiya Kherani. More soon.
📣 Things I’m Offering:
→ 1:1 Coaching: Especially for new founders, creative leaders, and execs navigating big transitions. → Team Workshops: Now booking for Fall '25. Topics: narrative strategy, leadership visibility, resilience in high-stakes work. → Strategic Support for Founders: If you’re in the early days and need help mapping, naming, and pacing — let’s talk.
