a new origin-first framework for start-up founders
65%
of high-potential start-ups collapse because of conflict among co-founders
23%
fail because the founding team was wrong
the greatest risk to any start-up isn’t the product, the market, or the funding.
it's the founder.
The human brain is wired for comfort and predictability, not for the uncertainty of building a company.
A founder’s mind experiences more stress facing uncertain outcomes than even guaranteed bad ones.
In start-ups, this wiring often drives self-sabotage: hiring the wrong team, scaling too soon, or even giving up entirely.
So what does it take to resist this wiring and keep going? Well, Steve Jobs once said:
“Half of what separates successful entrepreneurs from the non-successful ones is pure perseverance.”
But perseverance is only possible when a founder is aligned with their vision.
So how does a founder find alignment?
introducing THE ORIGIN
a structured journey for founder alignment
THE ORIGIN is the first stage of the ARERA MYTHOS framework. It unpacks and integrates a founder’s narrative into their company.
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The process reconnects a founder with their origin story.
It starts with the event that set the company in motion, maps the turning points that shaped their vision, and identifies the values at the centre of their decisions.
This journey is turned into a clear, usable narrative, giving the founder:
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ALIGNMENT between self, product, and company
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CONFIDENCE under external pressure
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CLARITY in high-stakes decisions
ARERA MYTHOS
the larger framework
THE ORIGIN is the entry point into a larger journey.
The ARERA MYTHOS framework combines psychology, narrative design, and systems strategy to align founders and companies for long-term resilience.
The process was created to reduce founder-related risks in start-ups. It aims to strengthen the founder, integrate their vision into the business, and ensure consistency through future growth.
a journey in 3 parts
STAGE 1
the origin
Captures the founder’s story to create clarity, identity, and alignment at the starting point of the company
STAGE 2
the integration
Applies the story to the company’s brand, culture, and strategy to ensure
long-term resilience
STAGE 3
the sequel
Provides structured, ongoing support to keep founder and company aligned as the business grows