Creating a company forces you to think about who owns what, who is and isn't vesting and how they vest. It raises other conversations like who _does_ what and w

Creating a company forces you to think about who owns what, who is and isn't vesting and how they vest. It raises other conversations like who _does_ what and what value each person contributes. The post says: "Just if things are going well you’ll create the company and build the structure of it." This is the worst time to start the conversation about all the above. I've been exposed to bitter disputes between company owners (not my company) about equity ownership and you can't possibly imagine how nasty things can really get. These problems are not an issue when there is no pie yet, just the pan you plan to bake the pie in. Who cares about dividing that up. But pretend your business starts generating $100,000 per day in cash in the bank. Now ask yourself "who owns what?". You may think you know your co-founders and co-owners well, but most people are unable to predict how they themselves will react in many situations, so don't assume you can. My apologies if this post comes off as negative. Creating a company and watching it grow is one of the most exciting and rewarding things you can do, and it's so much more fun when you have co-founders and investors to share your success with. So to keep it fun, have the hard conversations when they're easy to have.