This is the classic dead-end startup story from beginning to end. It checks all the boxes:

- 3 non-technical cofounders

- Flurry of activity for everything other than acquiring customers

- Attempt to outsource development followed by disappointment

- Relentless scope creep

- Zero go to market plan, just an incessant belief that more features in the app will solve all problems

There is also one less obvious point that is buried in the article:

> Simultaneously, my underpaid mid-level consultancy role passed me up for promotion again. I wanted out, double-time.

I did volunteer mentoring for a while. Few people went all-in on unpaid startup jobs as their primary role, but many were tempted to do it as side projects. They always believe it’s less risky. The risk they don’t see is that it distracts them from their main job, either slowing career growth or risking a PIP or layoff.

The common thread I kept coming back to was this: Ignore the side projects. Focus on career growth at your day job. Put your primary energy into growing your career or finding a job where you can.

Something about the side hustle continues to lure people into thinking it’s a way out, until they burn themselves out and sabotage their day job while doing it.