I don't want to be too critical because I (naively) agree with the idea, but all of the suggestions in the blog post cost time/money. I'm especially thinking a

I don't want to be too critical because I (naively) agree with the idea, but all of the suggestions in the blog post cost time/money. I'm especially thinking about start ups that have a large technical component and have limited resources. You've got that thing in the back of your head where you are going, "I need to spend time marketing. Or I need to spend time writing code. Or I need to spend time making real sales. Or I need to spend time gathering requirements from potential users. Etc, etc". It's easy to think about founder-effort as being nominally zero cost, but there is always a cost of lost opportunity. Choosing what to do is important. If you have cash that you can spend that will make one of the things on your TODO list disappear, that's a pretty sweet thing. It's always going to be a judgement call as to what to spend time vs money on. In my (again naive) way of thinking, you should probably take a hard look at yourself (and any other partners you have) and decide what your "value-add" is. If you could make a unicorn simply by spending money, then everyone would do it. It's the people who make the difference and so you need to be realistic about where you are going to make that difference. Prioritise the areas where you are needed (and are able to make a difference) and spend money on the areas where it matters less.