R.I.P. To The Faux CEO: Why You Can No Longer Phone It In

By: Anthony Bontrager, Managing Director, WestRiver Group

“I’m convinced that about half of what separates the successful entrepreneurs from the non-successful ones is pure perseverance."

- Steve Jobs, Co-Founder & CEO, Apple

In the fast-paced world of startups, a new era is upon us—a return to the "grinder" CEO. This is not the passive figurehead basking in the glory of on-camera media interviews, guided Ayahuasca trips and chasing unicorn valuations as if that was the end game - while letting teams handle the dirty work. No, this is the CEO who rolls up their sleeves, digs into the trenches, and hustles harder than anyone else on the team. The age of coasting on vision alone is over. If you're not actively in the mix, your startup may be doomed before it truly begins.

The Shift: From Visionary to Operator

Over the past decade, the stereotype of the modern startup CEO became more about visionary leadership, while others hashed out the strategy and tactics necessary to execute that vision. But now, the pendulum has swung back. We’re seeing a reemergence of founders who are not just setting direction but are also integral to daily operations. They're jumping into code, handling customer support tickets, leading sales calls, and even packing boxes in fulfillment centers if needed.

This isn't just nostalgia for a bygone era. Market conditions, competition, and the dynamics of venture capital have changed. Investors are warier of "hype" startups, customers expect more, and the road to success is tougher and more unforgiving than ever.

Why You Can't Phone It In Anymore

• Markets are Relentless: The economy is more volatile, competition is global, and consumers are smarter. If you're a founder spending more time on your personal brand, you're missing critical signals from the market. Your competitors are grinding it out daily, learning from customers, iterating fast, and staying agile. A CEO who’s not involved at the operational level misses the nuances of the market, which can lead to missed opportunities or worse, critical mistakes.

• Fundraising Isn’t Enough Anymore: Gone are the days when a sleek pitch deck and a charismatic presentation could easily land you a mega-round of funding. Investors today have liquidity problems of their own and the bar to deploy capital is the highest we’ve seen in over a decade.  They want to see grit and traction, not just a good idea. They’re backing founders who live and breathe their business, not just look the part. If you’re not hustling every day, why should they believe you’ll stick it out when things get tough?

• Culture Starts at the Top: A startup's culture isn’t shaped by memos or mission statements—it's shaped by what the CEO does daily. When a CEO is seen working long hours, solving problems, and deeply engaged, it sets the tone for the entire organization. It fosters a sense of ownership and urgency among employees. A CEO who "phones it in" creates a culture of complacency - the death knell for any startup.

• You Are the Ultimate Product Manager: As a startup CEO, you are responsible for product-market fit. It's not enough to rely on a product team to tell you what's working. You need to be in the trenches with them, talking to customers, handling their objections, and iterating on the product firsthand. Nobody understands the vision better than you, and if you’re not actively shaping the product, no one else can.

“If you’re starting something on your own, you better have a passion for it, because this is hard work."

- Sallie Krawcheck, Co-Founder, Ellevest

The Grinder CEO: What It Takes

So what does being a "grinder" CEO really mean?

• Get Your Hands Dirty: A CEO who grinds is never too good for any task. Whether it's cold-calling potential clients, fixing bugs in code, or organizing inventory, they lead by doing. This builds credibility and ensures no part of the business is neglected.

• Outwork Everyone: Being a grinder isn’t just about hard work, it’s about working harder, smarter, and more consistently than everyone else. This isn’t a plea for burnout—it’s about focusing energy on what moves the needle. Grinder CEOs are strategic but unafraid of the grunt work.

• Be Ruthlessly Resourceful: In the early stages of a startup, resources are always limited—time, money, talent. A grinder CEO finds ways around those limitations. They cut through red tape, solve problems creatively, and optimize every opportunity.

• Stay Relentlessly Focused: When you’re in the trenches, it’s easy to get distracted by shiny objects—new technologies, press coverage, podcasts or potential partnerships. A grinder CEO keeps their focus on the fundamentals: building a great product, serving customers, and driving revenue.

• Lead from the Front: Your team looks to you not just for guidance but as the example. A grinder CEO doesn’t delegate the hardest problems; they tackle them head-on. In crises, they are the first ones to jump in, reassuring the team through action rather than words.

The Downside of the Faux CEO

In contrast, the CEO who "phones it in" takes a more detached approach. They hire great people and assume that delegation equals leadership. While there’s value in empowering a team, completely stepping away creates a disconnect. These CEOs often lose touch with their customers, the daily struggles of their team, and the evolving challenges of the market.

Moreover, teams are less likely to go the extra mile for a CEO they perceive as uninvolved. When times get tough, the organization is rudderless without the hands-on guidance and leadership that only a grinder CEO can provide.

Final Thoughts: The Time is Now

In today’s unforgiving startup environment, the rockstar CEO is a relic of a different time. The market, customers, and investors demand more. Startups don’t succeed on vision alone—they succeed through relentless execution. And that execution begins with you, the CEO.

So, if you're a startup founder or an aspiring CEO, it's time to ask yourself: are you grinding? Because if you're not, someone else is. The era of the old school CEO who grinds it out is back, and if you want to build something that lasts, it’s time to dig in and do whatever it takes.

The time for phoning it in is over. Start grinding baby!

#ONWARD