Startup · July 27, 2026 · 2 min

Fire Fast. Hire Slow.

Today, I made one of the hardest decisions I've had to make as a founder. I let someone go. And yes, it happened much earlier than I expected.

Today, I made one of the hardest decisions I've had to make as a founder.

I let someone go.

And yes, it happened much earlier than I expected.

No founder enjoys firing people. Especially when you've poured your trust, time, and energy into building a team from scratch. You always hope people will grow into the role, improve, or prove you wrong.

But sometimes leadership requires making decisions that your heart doesn't want to make.

As founders, we often hear the advice:

"Hire slow. Fire fast."

I understood the words.

Today, I finally understood what they truly meant.

When you're building a startup, every person you bring in shapes your culture. Every hire either raises the standard or quietly lowers it. One person with the wrong attitude, poor integrity, or lack of accountability can drain the momentum of an entire company.

It's like a basket of fresh fruit.

If one fruit starts to rot and you leave it there because you feel bad throwing it away, eventually the others begin to spoil too.

Leadership isn't about saving one rotten fruit.

It's about protecting the entire basket.

That realization hurt.

I questioned myself. I replayed every conversation in my head. I wondered if I could have coached more, waited longer, or given another chance.

But I also realized something equally important:

Every day you delay the inevitable, you're asking your best people to carry the weight of someone who isn't pulling theirs.

That's unfair to the people who show up every day with excellence.

As founders, we sometimes confuse kindness with avoiding difficult conversations.

They're not the same.

Kindness is being honest.

Leadership is making the decision before the problem becomes bigger than the person.

Today reminded me that building a company isn't just about vision, fundraising, marketing, or product development.

It's about protecting the culture.

Protecting the mission.

Protecting the people who believe in what you're building.

Sometimes that requires compassion.

Sometimes it requires courage.

And sometimes...

It requires a cold heart for a few moments so the company can have a healthy future for years.

This experience reinforced something I'll carry into every future hire:

I'll take longer to hire.

I'll be more intentional.

I'll look beyond resumes and talent.

Character, accountability, ownership, humility, and integrity will always matter more.

Because skills can be taught.

Character rarely can.

Building a startup isn't for the faint of heart.

Every difficult decision teaches you what kind of leader you're becoming.

Today was painful.

But it was necessary.

And sometimes, the hardest decisions are the ones that protect the future you're trying to build.

- Avi Siwa

Founder of Hooked