Startup founders need to lead their investors to understand that the company is not going to deliver what everyone hoped it would. Whether the points in the art

Startup founders need to lead their investors to understand that the company is not going to deliver what everyone hoped it would. Whether the points in the article will work to convince them is obviously very dependent on the investors, but if the founder wants to go back to those same investors with a new company idea in the future it's essential that they get everyone on the same page. More generally, anyone who promises delivery in the future has to manage the expectations of those who they are delivering to. If you tell your boss "I'll have it on your desk first thing in the morning" and then you don't deliver, your boss certainly will think twice the next time you say it. Edit: I see a lot of comments here are about whether it's "worth it" to an individual to keep going with some individual effort that doesn't seem to be paying off, as if everything that a person does is in isolation and has no ramifications on others, which is absolutely not the case when you found a startup. If you're a startup founder you have responsibility not only to yourself but to customers, investors and employees and you should do your best to "do right by" everyone as best as the circumstances allow. Reasonable people will see that you've done the best you can given the circumstances.