My name is Eric Marcoullier and ObviousStartupAdvice.com was born out of a conversation with one of my coaching colleagues, who said, “these things are so obvious to us, but so difficult for our clients to see.” And he’s right, after 27 years, it should be easier for me to connect the dots than the people I advise. I’m not smarter, I’ve just fallen down more times. You scrape enough knees, you learn how to ride a bike.

Each week, I dive deep into one of the many aphorisms that I use in my coaching. It’s often easier to start with a phrase like “the number one killer of startups is solving problems that aren’t yet problems” and go from there, than dive right into a client’s specific issue. Frameworks are a way to empower founders and executives to identify looming problems on their own.