Stage 1 of the Unavoidable Stages of Development is about survival through clarity—clarity of vision, clarity of customer, and clarity of direction. This is where great companies are born, and where many others stall.
Stage 1 is exhilarating—and chaotic. You’ve launched a business or idea, and now you’re working tirelessly to make it real. But without focus, even the best ideas can flounder. In The 90 Way, Stage 1 is where you build the foundational disciplines that turn startups into scaleups.
This stage is not about doing everything—it’s about doing the essential things well. That means defining your vision, discovering your ideal customer, and getting your first products and processes off the ground. It also means building with the end in mind: not just to stay alive, but to grow intelligently.
Companies that take the time to master Stage 1 grow faster and more confidently when it matters most.
Overview
Founders in Stage 1 often experience:
Unclear value proposition, leading to poor messaging and missed opportunities
Lack of customer focus, which delays product-market fit
Overwhelm from doing too much at once
Unclear roles, even on small teams
No traction or execution rhythm, making progress feel random
Founder burnout, from trying to carry too much alone
The 90 Way provides a playbook to:
Clarify your company’s vision and long-term direction
Identify your ideal customer and test assumptions quickly
Build early scorecards and set a basic cadence of accountability
Define who owns what—even if you’re still wearing every hat
Establish a healthy foundation for culture, leadership, and growth
You don’t need perfect systems in Stage 1—but you do need foundational focus, or your business won’t make it to Stage 2.
What Stage of Development is your business currently in?
