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"When you start out as an entrepreneur, it's just you and your idea, or you and your co-founder's and your idea. Then you add customers, and they shape and mold you and that idea until you achieve the fabled "product-market fit." If you are lucky and diligent, you achieve that fit more than once, reinventing yourself with multiple products and multiple customer segments. But if you are to succeed in building an enduring company, it has to be about far more than that: it has to be about the team and the institution you create together. As a management team, you aren't just working for the company; you have to work on the company, shaping it, tuning it, setting the rules that it will live by. And it's way too easy to give that latter work short shrift."