From Early Stage to Scaling Phase – Most Common CEO Mistakes

Starting a company from scratch is a daunting task, but it’s equally challenging to grow it into a successful business. A CEO has a critical role in every stage of a company’s growth. From startup to scaleup, there are many mistakes that a CEO can make, which can have serious consequences for the company’s success. However, by avoiding these common mistakes, CEOs can increase their chances of success. 

By understanding the target audience, focusing on the right metrics, delegating effectively, maintaining a strong company culture, prioritizing the customer, and preparing for the future, CEOs can navigate the startup and scaleup phases with confidence.

In this blog post, we will discuss some of the common mistakes that CEOs make during the startup and scaleup phases. The mistakes made by CEOs vary depending on the phase of the company, whether it’s in the startup phase or the scale-up phase. It’s inevitable that everyone will make mistakes, but it’s important to avoid common mistakes that other CEOs have already made.

Startup phase – Early-stage CEOs

I. Not understanding the target audience

A CEO must have a deep understanding of the target audience. Without understanding the needs, wants, and expectations of the target audience, it’s difficult to develop products or services that will resonate with them. CEOs must spend time conducting market research and customer discovery to understand their target audience.

II. Focusing on the wrong metrics

In the startup phase, it’s easy to get caught up in vanity metrics like website traffic or social media followers. However, these metrics don’t necessarily translate into revenue or growth. CEOs should focus on metrics that directly impact the business’s success, such as customer acquisition cost, customer lifetime value, and conversion rates.

III. Not Being User-Centric:

This is especially common in early-stage startups that create solutions primarily to raise funds, which can result in problems such as low user satisfaction, poor retention rates, and low usage. To avoid this mistake, startups can conduct pre-launch surveys and incorporate user feedback throughout the development process.

IV. Ignoring External Help

Ignoring external assistance, which refers to help from sources outside the in-house team, is another common mistake. This can lead to burnout, avoidable mistakes, an unscalable business model, and poor growth. To prevent this, startup founders should seek guidance from mentors, hired consultants, and government resources, who can provide valuable experiential advice to help them achieve their goals.

Scaleup phase – Growth-stage CEOs

I. Not delegating effectively

In the early stages of a startup, CEOs often try to do everything themselves. However, this is not sustainable or scalable. CEOs should focus on their strengths and delegate tasks to team members who can perform them more efficiently. This will allow the CEO to focus on high-level strategic decisions that will drive the company’s growth.

II. Neglecting company culture

As a company grows, it’s important to maintain a strong company culture. CEOs must ensure that the company culture remains intact, even as new team members are added. Neglecting company culture can lead to employee disengagement and high turnover rates. Employee turnover can be costly, both in terms of time and money. Neglecting employee retention can lead to a loss of talent, knowledge, and experience.

III. Losing sight of the customer

In the scaleup phase, CEOs can become too focused on operational efficiency and lose sight of the customer. CEOs must remember that customers are the lifeblood of the company, and they should continue to prioritize customer satisfaction and feedback.

IV. Not preparing for the future

CEOs must always be looking to the future and planning for the next phase of growth. This includes developing new products or services, expanding into new markets, and preparing for potential disruptions in the industry. CEOs who fail to plan for the future can find themselves falling behind the competition.

V. Failure to Scale the Team Effectively

Scaling a team can be challenging, and it is essential to do it strategically. Hiring too quickly or not hiring enough can hinder the company’s growth and progress.

VII. Ineffective Team Management

Managing a team can be challenging, especially as the company grows. CEOs must learn how to delegate effectively, motivate their team, and build a positive work culture.

VIII. Lack of Clear Goals

One of the biggest mistakes that CEOs make is not setting clear goals for their company. Without clear goals, it is challenging to track progress and measure success. A clear set of goals can help align the team towards a common objective and facilitate effective communication.

As a CEO, it is essential to set clear, specific, and measurable goals for your company. These goals should be realistic, achievable, and aligned with the company’s vision and mission. Once you have set clear goals, communicate them to your team and develop a plan to achieve them.

It is essential to review and adjust the company’s goals regularly as it grows. This helps ensure that the company stays aligned with its vision and mission, and that its goals are relevant and achievable. Regularly reviewing and adjusting goals also helps keep the team motivated and engaged. 


As remote work becomes increasingly common among businesses, it’s become essential for small businesses to adopt a proper goal-setting system. That’s where OKRs come in. While you may think that OKRs are only useful for larger companies, as a leader of a startup, they can be just as valuable to your team. While OKRs have been shown to be beneficial to larger enterprises, they can also be an effective tool for any team, regardless of size.

New to OKRs? Start with the OKR fun course

OKRs to Accelerate Growth

OKR Guide for SAAS Companies

Need more OKR examples for your business? Reach more OKR Examples 

Using OKRs and KPIs together is a powerful goal setting method that can help your team achieve great execution. By setting clear objectives and measuring key results, you can keep your team focused and working towards the same result. And by tracking your progress with KPIs, you can ensure that you’re on the right track and making meaningful progress towards your goals.

Find out more in our article Difference Between OKRs and KPIs

OKRs are a great way to create alignment, lead a company, and put the north star metric for everyone. They simplify and communicate company objectives clearly and consistently, aligning goals throughout the entire organization.

Therefore, we highly recommend using OKRs to lead and KPIs to manage your company. Both methodologies work together in achieving success and driving growth.

Learn more about OKRs, KPIs & Performance Management for Fast Growing Companies

Managing a startup and scaling it into a successful business requires careful planning, effective goal management, and strategic team scaling. By avoiding common CEO mistakes, such as lack of clear goals, ineffective team management, and neglecting employee retention, CEOs can increase their chances of success. Remember to set clear goals, regularly review and adjust them, build a strong team culture, and scale the team strategically, while focusing on employee retention.

If you want to see how scale-ups from 14 countries scale fast with ConectoHub, let’s have a quick chat

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