I knew the CEO from a previous effort. After much discussion, I thought they had something interesting, though I was hard pressed to find real differentiators. I thought I could help, and the senior leadership of the company did as well. We talked over a number of projects.
Started negotiations, I was asked about what it would take to get me over. I gave them realistic sets of numbers and conditions.
CEO's response to me was priceless.
"But that's more than I make."
Um ... yeah. And this matters ... how?
I know, startups push the equity side hard, as they tend to be cash poor and stock rich.
He then suggested a number that was under half of my minimum acceptable (covering costs, maintaining something that looks like a quality of life). And not so much equity.
Yeah. Didn't go there. CEO was out within a few months.