The trap every founder falls into | D.Louise founder Jack Zambakides

26 Sept 2026 · 0 min

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In this brief segment, Jack Zambakides reflects on the paradoxical and fluid nature of founders' aspirations. He explains that entrepreneurs often swing between wanting massive, employee‑heavy companies and preferring modest, simple operations. This tension stems from a deeper drive for continual progress rather than a fixed attachment to a particular scale. Zambakides emphasizes that his personal motivation is to keep accelerating—if growth occurs, he embraces it; if not, he remains content, but always with a foot on the gas.

As individuals, humans don't really know what they want, so you sort of want what you don't have. So one minute you want like a £100 million business with tons of employees, and then the other minute you're like, I just want a real simple £20 million business. When you've got one, you want the other, and vice versa. I'm motivated by progress. I'm not the sort of person to like, I just like the business this size. If we grow, we grow. If not, I'm happy here. That's not sort of me as a person. I'd always want to put my foot on the gas.