I think the best thing you can do is be aware that as a first time founder you are likely to be a very bad manager.

Unpopular but right is what you're going for.

Aim to be the best in the world at whatever you do professionally. Even if you miss, you'll probably end up in a pretty good place.

So if you want a culture where people work hard, & pay attention to detail, focus on the customer, are frugal: you have to do it yourself.

Remember that you are more likely to die because you execute badly than get crushed by a competitor.

Employees will only add more value over time.

Growth and momentum are what a startup lives on and you always have to focus on maintaining these.