In the debut episode of the Build Mode podcast, host Isabelle Johannessen sits down with Deon Nicholas, co-founder of Forethought AI, to unpack what it really takes to build a lasting company with and for your customers from day one.
Build Mode is TechCrunch’s new podcast that pulls back the curtain on how startups actually get built — the messy, tactical, real-talk version. Season 1: Product, Meet Market, goes beyond product-market fit to explore every aspect of getting your product into customers’ hands from finding the right audience and earning their trust to turning early traction into lasting momentum.
From the start, Nicholas and his team focused on solving real problems rather than chasing hype or inflated valuations. He is a firm believer that conviction should come from customers, not VCs, and that once Forethought delivered tangible value to real users, the hype and valuations naturally followed.
His “7-Failure Rule” urges founders to embrace iteration over perfection and to expect a few misses before finding what truly clicks.
The Forethought team stayed lean, obsessed over its ideal customer profile, and focused relentlessly on real pain points instead of shiny features. Nicholas notes that early users aren’t always direct about what isn’t working, so founders have to learn to look between the lines.
That mindset powered Forethought’s breakout moment at TechCrunch Disrupt 2018, where the company went on to win Startup Battlefield. Leading up to the competition, Nicholas described the process as a “friendly pressure cooker,” sprinting to secure as many paying customer logos as possible before hitting the stage. The focus paid off, fueling investor FOMO, a $9 million Series A and helping to define the early wave of the AI boom.
While investor momentum built quickly, Nicholas maintains the company’s longevity stemmed from focus, not frenzy. To him, startup success isn’t about hype or rock-star energy, it’s about building something customers love enough to stick around for.
For founders, the takeaway is simple: Build from day one with your customers, validate every step with feedback, and don’t get distracted by valuations or buzz. Product-market fit isn’t about perfection, it’s about proving consistent value to the people who matter most.
Episodes of Build Mode drop every Thursday. Subscribe now on Apple Podcasts, Spotify, or wherever you get your podcasts. And be sure to check out the video version on TechCrunch’s YouTube.
