197/mo$97/mo Founding Member rate First 20 members Use coupon FOUNDINGMEMBER
Before our sessions I felt tired and stressed out a lot. Always thinking I wanted more money so I could work less and have more time to take care of myself.
What I realized I want is to feel good and have energy everyday and feel peaceful.
Now I’m getting a ton of stuff done, well on my way to my goals! More importantly is that I am enjoying the journey rather than waiting to get there to feel good.
Heather E. – HEALTH INDUSTRY LEADER, UNITED STATES
Building a company gives you plenty to deal with
Revenue. Distribution. Decisions. Uncertainty. Setbacks. Waiting. Things not moving as quickly as you hoped.
That’s already part of the game.
And then there’s everything that happens inside you around what’s happening in the business.
→ You put more pressure on yourself. → You second-guess what you’re doing. → You procrastinate on something you know you want to do. → You obsess over the numbers. → You force yourself to keep moving when the drive isn’t there. → You struggle to switch off.
Or everything might actually be going well, but somehow you still don’t feel successful.
That’s founder friction.
And it can affect both how you move and how you experience the journey.
The Founder Success Lab is a place to bring that friction and work through it, week after week, as you build.
197/mo$97/mo Founding Member rate First 20 members Use coupon FOUNDINGMEMBER
The business problem is only part of the experience.
📊 Distribution isn’t working. That’s a business problem.
🧠 But now you’re questioning whether the whole company is going anywhere. That’s something else.
📊 Revenue is lower than you want. That’s a business problem.
🧠 But now you’re checking Stripe constantly, putting more pressure on yourself, and struggling to think about anything else.
📊 Something needs to get done. That’s part of building.
🧠 But you’ve been avoiding it for three weeks even though you know you want to do it.
📊 A launch doesn’t work. That happens.
🧠 But three days later, you’re still replaying it, second-guessing yourself, and wondering what you did wrong.
The Founder Success Lab works on that second part.
The business problem may still need solving. Distribution may need fixing. The launch may need another approach. The numbers may need attention.
But while you handle what’s happening in the business, we work with what’s happening inside you around it.
The pressure. The resistance. The meaning you’re giving it. The friction affecting how you think, move, and experience the journey.
Because building a company gives you enough to deal with already.
What if the circumstances didn’t have to change first?
✅ You can want more revenue. ✅ You can want distribution to work. ✅ You can want the launch to succeed. ✅ You can want the company to grow. ✅ You can care deeply about what you’re building.
None of that has to go away.
But your experience of building doesn’t have to remain dependent on everything going according to plan.
The circumstances don’t necessarily have to change first.
How you move through them can.
And when you’re no longer spending so much energy fighting the circumstances, you may find it easier to actually deal with them too.
That’s where reducing founder friction can affect both sides of the journey:
💪 How you move through it AND how you experience it.
What changes?
Move with less friction. Enjoy building again.
As you work through the friction underneath what you’re dealing with, you may find yourself:
🌱 Getting unstuck without having to push yourself 🌱 Moving with less pressure and resistance 🌱 Handling uncertainty without it consuming you 🌱 Spending less energy fighting what is 🌱 Making decisions with more clarity 🌱 Separating your sense of success from today’s numbers 🌱 Recovering more of your natural drive 🌱 Enjoying the work again 🌱 Pursuing what you want without making your wellbeing dependent on getting it
197/mo$97/mo Founding Member rate First 20 members Use coupon FOUNDINGMEMBER
How the Founder Success Lab works
🧩 Weekly Founder Friction Calls 📅 Thursdays at 2pm ET / 11am PT ⚡️ Bring whatever is messing with you that week.
We’ll look at what’s happening, identify the friction around it, and work through it together.
The Lab follows what’s actually happening in your world each week. Bring whatever is taking up space, creating resistance, or affecting how you’re moving.
Your actual experience of building your company gives us plenty to work with.
What can you bring?
Pretty much anything you’re dealing with that week: ⚡ A launch that isn’t working. ⚡ Revenue that’s making you nervous. ⚡ Something you keep procrastinating on. ⚡ A decision you can’t stop thinking about. ⚡ Feeling behind. ⚡ Losing motivation. ⚡ Comparing yourself to others. ⚡ Pressure to make something happen. ⚡ A setback you can’t seem to let go of.
Or simply:
“Building isn’t feeling the way I want it to anymore.”
Bring the real thing.
That’s what we’ll work with.
Support between calls
Founder friction doesn’t wait until Thursday.
You’ll also have access to the Lab member group between calls.
Bring questions, observations, clicks, or something new that comes up as you take what we work on back into your company and daily life.
Then bring whatever is still alive to the next call.
The human side of building a company
There are plenty of places founders can go to ask: 📈 How do I grow this? 📈 How do I get distribution? 📈 What should I charge? 📈 How do I raise? 📈 What should I build next?
Those questions matter.
The Founder Success Lab exists for another set of questions: 💭 Why is this situation consuming me? 💭 Why am I putting so much pressure on this outcome? 💭 Why do I know what I want to do but keep avoiding it? 💭 Why can’t I stop thinking about the numbers? 💭 Why do I feel behind all the time? 💭 Why can’t I switch off? 💭 Where did my drive go? 💭 Why do I feel so alone? 💭 Why am I doing well and still not feeling successful?
Those are founder problems too.
And you shouldn’t need to wait until they become unbearable before having somewhere to work on them.
Who the Lab is for
The Founder Success Lab is for founders who know they’re meant for more, care deeply about what they’re building, and want to pursue big dreams with less pressure, resistance, and friction along the way.
Maybe you’re: ⚡️ Putting pressure on yourself because things aren’t moving fast enough ⚡️ Procrastinating on something you know you want to do ⚡️ Second-guessing yourself when something isn’t working ⚡️ Constantly thinking about revenue, traction, or what happens next ⚡️ Struggling to switch off from the business ⚡️ Forcing yourself to keep moving when the drive isn’t there ⚡️ Losing the excitement or drive you used to have for what you’re building ⚡️ Doing objectively well but somehow still not feeling successful
Come with something you’d like to change about how you’re moving OR how you’re experiencing the journey.
That’s enough to begin.
There’s more than one way to succeed as a founder.
We usually measure founder success on one axis:
How is the company doing? 📊 Revenue. 📊 Growth. 📊 Customers. 📊 Funding. 📊 Valuation. 📊 Team. 📊 Exit.
All important.
But there’s another question that rarely makes the dashboard:
How are you doing while building it?
You can build an objectively successful company while having an experience you never want to repeat.
You can also be in the uncertainty of figuring things out while having one of the most meaningful experiences of your life.
And perhaps the real opportunity is not having to choose.
✨Build something you’re proud of. AND create a journey you’re glad you lived.
The Founder Success Lab exists to work on that second axis without pretending the first one doesn’t matter.
You still get to want the company to win.
You just don’t have to postpone your own experience of success until it does.
What happens on a Founder Friction Call?
Bring whatever is messing with you. ⚡️
We start there and work through the friction around it.
Maybe:
“I know I need to start doing outreach, but I keep avoiding it.”
Or:
“Revenue dropped this month and I can’t stop thinking about it.”
Or:
“I’ve been working on this for two years and I’m starting to wonder if I even want it anymore.”
Or:
“Things are actually going well, but I immediately moved the goalpost again.”
We start there.
We look at what’s happening, identify the friction shaping the way you’re moving or experiencing the situation, and work through what’s underneath it.
💡 Sometimes that unlocks movement. 💡 Sometimes it creates clarity. 💡 Sometimes the external situation remains exactly the same and simply stops having the same power over you.
There isn’t a predetermined answer we’re trying to get you to.
The point is to remove enough friction for you to see what’s actually there.
What we use to work through the friction
The work inside the Lab draws on Lenscoding, the method I use to identify and dissolve the internal friction shaping how you’re experiencing a situation.
You bring the situation.
We look at what’s happening, uncover what’s creating the friction, and work through it together.
The method becomes something you learn through practice, using what’s actually happening in your life and business.
Over time, you’ll naturally start recognizing friction for yourself and understanding how your own experience is being shaped.
How It Works
The Founder Success Lab is $197/month. First 20 founding members: $97/month. Your founding rate stays at $97/month for as long as you remain a member.
Your membership includes:
Weekly Founder Friction Calls
Thursdays at 2pm ET / 11am PT
Lab member group chat
Support between calls
Ongoing access for as long as you remain a member
No long-term commitment. Stay for as long as it serves you. Cancel anytime with one click inside our customer portal.
Private access. The Lab is for those who resonate with this approach.
197/mo$97/mo Founding Member rate First 20 members Use coupon FOUNDINGMEMBER
Frequently Asked Questions
💬 Is this business coaching?
Not in the traditional sense.
We’re not primarily working on your marketing strategy, funnel, pricing, product roadmap, or fundraising plan.
We work on you in relationship with what’s happening in the business: the pressure, resistance, procrastination, uncertainty, second-guessing, loss of drive, attachment to outcomes, or whatever else is showing up.
Sometimes working through that friction creates clarity about what to do next.
But the work starts with the founder, not the strategy.
💬 Is this therapy?
No. The Founder Success Lab is a coaching and educational environment focused on the founder experience and the internal friction showing up around building your company. It isn’t therapy, mental-health treatment, or a substitute for professional healthcare.
💬 What if I don’t have something to bring every week?
Then you don’t need to manufacture something.
Come listen, participate, and learn from what other founders bring. Or skip a week and come back when something is alive for you.
The Lab is here when there’s something worth working on.
💬 Do I have to attend every Thursday?
No.
The weekly call gives you a consistent place to bring what’s happening, but you don’t have to attend every call to remain a member.
💬 What if my problem really is the business?
Sometimes it is.
If your distribution strategy isn’t working, you may need a better distribution strategy.
If you’re running out of cash, the cash matters.
The Lab doesn’t pretend external problems are internal ones. Sometimes they are.
We work with the friction around the situation so you can meet the actual business problem with more clarity and less unnecessary pressure or resistance.
💬 What kinds of things can I bring?
Anything from procrastinating on an important task to obsessing over revenue, struggling with uncertainty, losing your drive, feeling behind, second-guessing a decision, being unable to switch off, or having difficulty enjoying success once it arrives.
If something about building is messing with you, there’s probably something worth looking at.
💬 What happens between calls?
You’ll have access to the Lab member group chat where you can share questions, observations, clicks, and things that come up as you apply the work during the week.
💬 What is Lenscoding?
Lenscoding is the method we use to identify and work through the internal friction shaping your experience of a situation.
You don’t need to understand it before joining. You’ll experience it through the work we do together.
💬 Why is the founding membership $97?
The standard Lab membership is $197/month.
I’m offering the first 20 founding members access at $97/month, and that rate stays with you for as long as you remain a member.
You’re joining while the Lab is still early and helping shape what it becomes.
💬 Can I cancel anytime?
Yes.
There’s no long-term commitment.
You’re already building the company
The question is how you get to move through the journey while you do it.
🚀 You can keep caring. 🚀 Keep wanting. 🚀 Keep experimenting. 🚀 Keep building something that matters to you.
Without every number, setback, delay, decision, or unknown getting to dictate how you move or how you experience your life along the way.
Move With Less Friction Enjoy Building Again
🧩 Weekly Founder Friction Calls 📅 Thursdays at 2pm ET / 11am PT 💬 Lab member group chat 🤝 Support between calls
