In 2021, we were spoiled. You could work from home for 15-20 hours a week and stay on track. Multiple side hustles were possible, all while maintaining momentum. The markets were flourishing, and customers were purchasing like never before, despite the products remaining largely unchanged.
The B2B products in 2021 were essentially the same as before, just with double the demand. Life was good and easy.
Now, good times have returned, bigger and better than ever. However, this era is in many ways the opposite of 2021. The pace of change in software during the age of AI is more furious than ever.
There’s a tough truth that most have now partially accepted: You can’t have it all anymore. You can pursue success, or have balance. Not both.
This disparity will become more pronounced as companies increasingly replace human roles with AI. At SaaStr, every position lost or moved since late 2024 has been replaced with AI.
Two Types of B2B Executives
We’re seeing two distinct types of startup executives and opportunities:
The Cracked: These leaders have accepted that building something exceptional in 2025 demands an obsessive, all-consuming focus. They work 70-80 hour weeks, think about their product at all hours, and prioritize customer needs any day of the week. They may lack balance and well-roundedness, but they are building the companies defining the next decade.
The Slow Roll: These executives value work-life balance, prefer 35-40 hour weeks, protect their weekends, and often work remotely. Their priorities are valid—family, mental health—but they aren’t building the next Stripe, OpenAI, or Notion.
The Uncomfortable Reality of AI Startup Success
Many desire a middle ground, but the harsh truth is it’s not available in high-growth companies. In 2021, with a favorable market and fewer competitors, it was possible to succeed without extremity. Today, that’s not the case.
Every startup I work with that focuses on balance is losing ground. They may be losing slowly, but losing nonetheless.
Why 2025-2026 Is Different
The world has changed significantly since 2021. Driving forces include:
AI Has Accelerated Everything: Competitors using AI are working at 10x the speed. Startups integrating AI in every process will overtake those who don’t.
Growth Insanity: Leaders in AI B2B are growing at unprecedented rates, raising expectations for everyone involved.
Customer Expectations: B2B buyers demand AI-powered solutions and consistent innovation. Without it, companies appear outdated.
The Balance Trap
“Balanced” startup teams face challenges such as:
- Slower Decision Making: Decisions wait until weekdays when leadership isn’t available.
- Missed Opportunities: Inability to meet customer needs promptly due to rigid schedules.
- Innovation Lag: Balance-focused teams fall behind in innovation and shipping products.
- Talent Disadvantage: Top talent wants to work with leaders who pursue massive opportunities.
Path to Balance
Choosing balance isn’t wrong, but it requires accepting certain outcomes:
Join slower-growing companies that prioritize balance.
Accept smaller outcomes: Build a successful, albeit potentially smaller, business.
Target different markets: Focus on slower-moving industries or customer segments.
The Cracked Path Isn’t for Everyone
Being “Cracked” entails:
- Obsessive customer focus
- Relentless iteration
- Extreme ownership of outcomes
- Visionary leadership
This path demands sacrifices and isn’t sustainable for everyone. It’s not superior to choosing balance, but it’s the path to building something extraordinary today.
The Extreme Example: Cognition
At Cognition, the AI coding startup behind Devin, work-life balance is non-existent. Following their acquisition of Windsurf, they trimmed staff and boosted work expectations, emphasizing mission over balance.
This isn’t