Most Replayed Moment: A Guilt-Free Way to Handle Work and Life

Kilner argues founder-driven "cult" culture that builds a startup often can't scale without bringing in experienced operators.

• DECIEM's ten-brand model: Founder Brandon Truaxe launched Deciem (Latin for ten) to run ten brands simultaneously, sharing manufacturing, PR and comms in-house to fail cheaply and quickly.
• The Ordinary's dominance: Once The Ordinary took off, it crowded out resources for Deciem's other nine brands, prompting plans to relaunch an internal incubator with a dedicated team.

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