The Founder's High

As the founder of Soon , I've become a self-confessed neurochemical junkie, hooked on the thrilling highs and crushing lows that come with building a startup. Each notification, every new user sign-up, every successful feature launch – these moments trigger a wild ride of chemicals in my brain, creating what I've come to call the "Founder's High."

Now, let me preface this by saying I'm not a neuroscientist. My biology knowledge tops out at a high school level. So, take this with a grain of salt. I did look up some articles online and got a bit of help from my AI friends to make sure I wasn't totally off the mark.

Let me take you through my journey with the four key "happy chemicals" that have shaped my entrepreneurial addiction.

Dopamine: The Motivator

I'll never forget the first time we hit 1 real organic user on Soon. That notification was like my brain's own version of winning the lottery. Because when you finally put your product live, after weeks if not months of hard work, not much will happen ??. You can say we didn't launch well, perhaps it's better to build a waitlist first and I know listing on ProductHunt or whatever will get you some sign-ups. But I'm talking about the first time you have a sign up and you have no idea where they came from.

So when this finally happened my heart raced, my palms sweated, and suddenly, all those late nights and frustrating days felt like a distant memory. That rush? Pure dopamine.

As Dr. Robert Sapolsky puts it: "Dopamine is not about pleasure, it's about the anticipation of pleasure. It's about the pursuit of happiness rather than happiness itself." No wonder I often find myself working into the wee hours, fueled by the intoxicating promise of what tomorrow might bring for Soon. Who needs sleep when you've got dopamine on tap?

Serotonin: The Stabilizer

While dopamine provides those euphoric peaks, serotonin is the steady hand that keeps me grounded through the rollercoaster of startup life. Crossing items off my to-do list or receiving positive feedback from our users gives me a steady, satisfying buzz.

To keep that serotonin flowing, I've incorporated regular exercise and mindfulness practices into my routine. For instance, I now write these bi-weekly post here on Linkedin and the other week on Substack. On a daily basis I write my daily goals in our Standup channel on Slack , this helps the rest of the team know what we're doing async and it is also a guideline for me to keep focus on what matters today.

These habits help me maintain a more balanced outlook, even when the startup grind gets tough. It’s like my daily dose of Zen in a world that thrives on chaos.

Oxytocin: The Bonder

As Soon has grown, I've come to rely on oxytocin, the "love hormone," to keep our team tight-knit and motivated. This magic molecule flows during our brainstorming sessions and whenever we receive heartfelt feedback from our users. If you're interested you can see some of it here: https://feedback.soon.works/

We also have deep-dive meetings with our customers on calls or even in person. It's super cool to walk into an office and see people have your application open on their computer. That never gets old.

I've noticed that the stronger our team bonds become, the more resilient we are in the face of challenges. Dr. Paul Zak nailed it when he said oxytocin "turns a group of individuals into a cohesive team, and transforms customers into loyal brand advocates." Who knew that love could be such a powerful business strategy?

Endorphins: The Pain Reliever

There have been countless times when we've had to push through seemingly insurmountable challenges at Soon. Whether it's fixing a critical bug just before a major release or pivoting our strategy in response to market feedback, endorphins are the unsung heroes that keep us going.

Sometimes when the going gets tough you first don't see a way out, when an email lands in your inbox with bad news, but once you start to work on the solution you will notice you start to feel better. Once the job is done you feel even better than when you started.

These natural painkillers help us power through the tough times, making the grind a little more bearable. It’s like having a secret stash of feel-good vibes that kicks in when you need it the most.

The Neurochemical Balancing Act

Understanding this neurochemical symphony has been a game-changer for me. It's helped me recognize why I feel certain ways at different points in Soon's journey. More importantly, it's taught me the importance of balance.

I've learned to consciously cultivate activities that trigger these 'happy chemicals' in a sustainable way. We celebrate small wins at Soon, fostering a culture of appreciation that boosts both dopamine and oxytocin. I maintain a regular exercise routine to ensure a steady supply of endorphins and serotonin. And I make sure to spend quality time with my team, knowing that strong relationships are key to long-term success and personal wellbeing.

Running Soon isn't about chasing quick highs – it's a marathon, not a sprint. Understanding my brain's reward systems has helped me cultivate sustainable practices that keep me motivated for the long haul. Rather than becoming dependent on fleeting dopamine rushes, I've learned to appreciate the steady satisfaction of progress and the deep fulfillment of building something meaningful.

The 'Founder's High' isn't about addiction – it's about harnessing our natural neurochemistry to fuel persistent passion and resilience. Some days, it's the small victories that keep me going. Other times, it's the vision of Soon's potential impact that drives me forward. By balancing these motivators, I've found a sustainable rhythm that energizes me through the inevitable ups and downs of startup life. This balance has been crucial in helping me ride the waves of startup life without burning out. It's allowed me to maintain my passion and drive for Soon while also taking care of my mental and physical health.

Now, a quick disclaimer: I don't promote addiction or artificial chemicals such as synthetic oxytocin, nor do I recommend indulging in other substances. I only recommend doing things that can naturally trigger these neurochemicals.

The perfect neurochemical cocktail

One day we had a team meetup at my house. We played Overcooked – a great couch coop game, by the way, that I highly recommend for some teambuilding – and after a while, someone noticed a charge on our Stripe channel in Slack. We checked it out, and it was a new customer who decided to purchase our product while we were playing a game. This was the very first time someone we didn't know and had never spoken with onboarded their team and made themselves familiar with our product. All the work we did to make things clear and automated to be self-serve added up to this moment. The feeling was fantastic, and even better that we could celebrate with the whole team in person.

The Founder's High is real, and it's powerful. But I've learned that the most successful founders aren't just chasing the next high. We're managing our addiction, skillfully navigating our brain chemistry to fuel innovation and perseverance while maintaining our well-being.

As we continue to grow Soon, I carry this knowledge with me. It reminds me that while the journey of a founder is challenging, understanding and working with our neurochemistry can make it not just successful, but also sustainable and deeply rewarding. Because in the end, it's not just about the next hit – it's about the long haul.