I’m not only the president, I’m also a client.

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Do you remember those Hair Club for Men commercials from the 80s and 90s? They always ended with: “I’m not only the president, I’m also a client.”

That’s how many founders feel about their business. You didn’t just build a company. You built the solution you wish existed when you needed it most. The product. The service. The technology. The thing that would have made all the difference for you. That personal connection is your superpower. It fuels your drive, helps you push through long nights, and gives you the conviction to keep going when others would quit. But it can also set a trap. For you, the business is a calling so when you see your team treating the work as “just a job,” it doesn’t feel like a small issue. It feels personal.

The Behavior: Projection
What’s happening here is Projection. Projection is when you subconsciously place your own thoughts, feelings, and expectations onto others, assuming they should think, act, or feel the way you do.

​As a founder, projection shows up when:

• You snap at questions in meetings because they sound like resistance
• You’re frustrated about working late while your team signs off at 5
• You feel disappointed when someone calls this “just a job”

Here’s why it hits so hard: when you’ve lived the problem, your standards aren’t just professional, they’re personal. You don’t just want your team to deliver results, you want them to feel it. You want them to carry the same sense of urgency, the same weight of responsibility, the same passion that drives you. But here’s the truth: they can’t. They didn’t live your story. Even if they’ve faced something similar, it’s just not the same and that disconnect convinces you they don’t care when in reality, they may just care differently.

Why It Matters
When projection takes over, your passion—the very thing that makes you a powerful leader—can backfire. It turns into pressure. Your team feels like they’re carrying your personal wounds instead of building toward a shared goal. Over time, instead of inspiring them, your fire starts to drain them.
This is why so many founders end up saying, “I can’t find good help.” It’s not that talent is missing but that passion is being measured in the wrong way.

The Reset
Here’s how you step out of the projection trap without dimming your fire:

1. Measure by results, not passion level - Your team doesn’t need to show the same emotional intensity you do. They need to deliver on outcomes.
2. Inspire without transferring - Share your “why” as fuel, but don’t hand your experience to them like a burden to carry.
3. Check the flashback - When your reaction feels bigger than the moment, ask: “Am I responding to this situation or reliving my past?”
4. Create multiple doors to care - Some people connect through client stories. Others through problem-solving, data, or recognition. Let your team engage in the way that motivates them most.

The Takeaway
Your story matters. Your passion is the torch that lights the path forward. But leadership isn’t about cloning your fire or demanding your team shows up the way you do. It’s about creating a space where each person can bring their own light. Together, you shine brighter than you ever could alone.

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🎙️Founder Culture is the podcast for founders and startup leaders who want to build companies where people actually work well together, not just work hard. This isn’t leadership theory. It’s what happens when real problems create real pressure—and how to build a team that can handle both. Full episodes available on YouTube and all major podcast streaming platforms.