• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

As CEO of the $96 billion Sam’s Club, Latriece Watkins is testing her mettle at the warehouse retailer that produced CEOs for Walmart, Target, and Walgreens

2

As AI slashes white-collar jobs, Salesforce CEO Marc Benioff says almost no one is being hired—except in sales

3

Current price of oil as of May 29, 2026

1

As CEO of the $96 billion Sam’s Club, Latriece Watkins is testing her mettle at the warehouse retailer that produced CEOs for Walmart, Target, and Walgreens

2

As AI slashes white-collar jobs, Salesforce CEO Marc Benioff says almost no one is being hired—except in sales

3

Current price of oil as of May 29, 2026
MagazineAsk Andy

2 key factors that could make the difference between success and failure for your startup

By
Andy Dunn
Andy Dunn
Down Arrow Button Icon
By
Andy Dunn
Andy Dunn
Down Arrow Button Icon
November 22, 2024, 6:00 AM ET
Bonobos founder Andy Dunn
Andy Dunn, the founding CEO of Bonobos and Pie, offers advice on leading teams, building things, and surviving the startup life.Courtesy of Andy Dunn

In his 2012 essay “Startup = Growth,” Paul Graham talks about a 5% to 7% weekly growth rate as table stakes for startup success. If you’re growing 10%, he says, you’re doing “exceptionally well.”

Recommended Video

What’s stayed with me most from that essay is the way that Graham, a cofounder of the accelerator Y Combinator, articulates how gunning for 10% can create what he calls “evolutionary pressure” that forces founders to discover what the startup is for.

“If you start out with some initial plan and modify it as necessary,” he writes, “you may end up with a quite different company than you meant to start. But anything that grows consistently at 10% a week is almost certainly a better idea than you started with.”

So yes, growth is good. But how do you get confident in your startup’s potential when you’re not yet growing—and how can you instill that confidence in potential investors? At Pie, my current startup, we didn’t start growing until our fourth year. We wouldn’t have made it that far were it not for raising more and more capital based on the promise that we would one day be worthy of those investments.

So what indicates promise? Two things: the locomotion of the founding team, and the rate of iteration. Angela Duckworth, in her book Grit: The Power of Passion and Perseverance, writes: “Enthusiasm is common. Endurance is rare.” All startup teams are enthusiastic at the beginning. What’s harder is figuring out how to endure once the initial enthusiasm—and startup capital—has evaporated.

One litmus test for this is simple: Does the team like being together? Is there enough camaraderie to offset the challenges of building something that isn’t growing? And is the camaraderie even enhanced because of those challenges?

After all, working on something that is sometimes not working is the nature of a startup.

I’d argue that the combination of possessing grit and having fun creates a special something: locomotion. It’s a train with momentum. A team that feels like it’s winning even before it’s winning.

Locomotion leads to a second indicator of success. As Sam Altman tweeted in 2018, “The #1 predictor of success for a very young startup: rate of iteration.”

Sometimes iteration is in the product. Sometimes it’s in who you’re seeking to reach with that product. Still other times it’s iteration in who is on the team. There may be a cofounder split. Early team members may churn.

Iteration matters because time and treasure are scarce. Teams that iterate quickly are learning quickly. And learning quickly with a gun to your head is how you maximize the probability of getting to 5% to 10% weekly growth.

A rapid rate of iteration also reveals a set of essential ingredients undergirding the team’s character, which can themselves be positive indicators: the courage to make difficult decisions on strategy and team, the intellectual honesty of a scientific approach to finding product-market fit, and the self-awareness to quickly figure out what’s working and what’s not.

Locomotion and iteration are the startup equivalent of the chicken and the egg. I’m not sure which one comes first—but both are required to keep going.

This article appears in the December 2024/January 2025 issue of Fortune with the headline “What are the best metrics for measuring a startup’s potential?”

Get the latest on venture capital and private equity deals and dealmakers by subscribing to the Term Sheet newsletter, delivered every weekday. Sign up here.

About the Author
By Andy Dunn
LinkedIn icon
See full bioRight Arrow Button Icon

Latest from the Magazine

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest from the Magazine

Citi’s 5-year comeback: How CEO Jane Fraser turned the bank’s chronic underperformance into decade-high revenue
MagazineCitigroup
Citi’s 5-year comeback: How CEO Jane Fraser turned the bank’s chronic underperformance into decade-high revenue
By Claire ZillmanMay 27, 2026
3 days ago
Why Meta hired Dina Powell McCormick to help sell its vision for AI in Washington and on Wall Street
MagazineMeta
Why Meta hired Dina Powell McCormick to help sell its vision for AI in Washington and on Wall Street
By Ellie AustinMay 27, 2026
3 days ago
As CEO of the $96 billion Sam’s Club, Latriece Watkins is testing her mettle at the warehouse retailer that produced CEOs for Walmart, Target, and Walgreens
MagazineSam's Club
As CEO of the $96 billion Sam’s Club, Latriece Watkins is testing her mettle at the warehouse retailer that produced CEOs for Walmart, Target, and Walgreens
By Emma HinchliffeMay 27, 2026
3 days ago
Inside the ultra-luxury eco-adventure industry turning conservation into a status symbol
MagazineLuxury
Inside the ultra-luxury eco-adventure industry turning conservation into a status symbol
By Adam EraceMay 24, 2026
6 days ago
Microsoft lost its way in the AI race. Can Copilot get it back on course?
MagazineMicrosoft
Microsoft lost its way in the AI race. Can Copilot get it back on course?
By Jeremy KahnMay 21, 2026
9 days ago
Why the AI field’s biggest names are betting billions on ‘world models’
MagazineAutomation
Why the AI field’s biggest names are betting billions on ‘world models’
By Sharon GoldmanMay 20, 2026
10 days ago

Most Popular

As CEO of the $96 billion Sam’s Club, Latriece Watkins is testing her mettle at the warehouse retailer that produced CEOs for Walmart, Target, and Walgreens
Magazine
As CEO of the $96 billion Sam’s Club, Latriece Watkins is testing her mettle at the warehouse retailer that produced CEOs for Walmart, Target, and Walgreens
By Emma HinchliffeMay 27, 2026
3 days ago
As AI slashes white-collar jobs, Salesforce CEO Marc Benioff says almost no one is being hired—except in sales
Success
As AI slashes white-collar jobs, Salesforce CEO Marc Benioff says almost no one is being hired—except in sales
By Emma BurleighMay 28, 2026
2 days ago
Current price of oil as of May 29, 2026
Personal Finance
Current price of oil as of May 29, 2026
By Joseph HostetlerMay 29, 2026
1 day ago
Surging Treasury yields expose a brutal truth: America has no margin for error on its $39 trillion debt
Economy
Surging Treasury yields expose a brutal truth: America has no margin for error on its $39 trillion debt
By Shawn TullyMay 30, 2026
11 hours ago
UBS says Ron DeSantis has a problem with his plan to help 92% of homeowners save on property taxes: His own state's data
Personal Finance
UBS says Ron DeSantis has a problem with his plan to help 92% of homeowners save on property taxes: His own state's data
By Nick LichtenbergMay 28, 2026
2 days ago
Jamie Dimon tells Gen Z to 'learn how to think, learn how to earn respect' as he describes 'great meeting' with Zohran Mamdani
Success
Jamie Dimon tells Gen Z to 'learn how to think, learn how to earn respect' as he describes 'great meeting' with Zohran Mamdani
By Nick LichtenbergMay 29, 2026
1 day ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.