You're either not hiring at all or it's probably your single biggest block of time.

The thing that kills startups at some level, is the founders giving up.

You want to think about what is the path for my first 10 or 15 employees going to be as the company grows.

Unpopular but right is what you're going for.

Here's a good rule of thumb: don't worry about a competitor at all, until they're actually beating you with a real shipped product.

I really believe that the single hardest thing in business is building a company that does repeatable innovation... and just has this ongoing culture of excellence as it grows.

Remember that the idea will expand, and become more ambitious as you go.