The 7-Failure Rule: How Forethought AI Found Product-Market Fit with Co-Founder Deon Nicholas
Forethought AI co-founder Deon Nicholas shares how he built a company that puts customers (not hype) at the center. In this episode of Build Mode, he unpacks his “7-Failure Rule,” the early experiments that shaped Forethought’s success, and why conviction should always come from your users, not your investors.
Chapters:
00:00 Intro
01:23 The Founder Journey: Adapting Every 6-9 Months
05:33 From AI Research to Solving Business Problems
11:12 Finding Your Customer: The Importance of User Conversations
18:22 Building Demos and Landing First Paying Customers
25:12 The Seven Failure Rule for Product Market Fit
30:38 Preparing for and Winning TechCrunch Disrupt
35:16 The Reality of Fundraising and Chasing Metrics
39:07 Navigating Competition in Customer Service AI
43:03 Stepping into Chairman and What's Next
44:57 Outro
New episodes of Build Mode drop every Thursday. Isabelle Johannessen is our host. Build Mode is produced and edited by Maggie Nye. Audience Development is led by Morgan Little. And a special thanks to the Foundry and Cheddar video teams.
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Product, Meet Market
Build Mode is TechCrunch's newest podcast, hosted by Startup Battlefield Editor, Isabelle Johannessen. This season we’re talking with founders and VCs sharing hard-won lessons on getting to market—the right way, the hard way, and the creative way.
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Introducing Build Mode
TechCrunch is launching a new podcast Build Mode, which brings candid startup wisdom from the people who build, break, and build again. Build Mode is hosted by our very own Startup Battlefield Editor, Isabelle Johannessen who is joined by founders, investors, and operators to dig into the uncomfortable truths about startup life. Think cap table drama, co-founder breakups, and pivot panic. Wherever you are in your startup journey, this podcast will be your field guide. Season 1 is launching November 13.
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Saying goodbye to Found where we started
This is our last episode of Found so we wanted to share where it all started. Please enjoy our very first episodewith Jordan Crook and Darrell Etherington interviewing Iman Abuzeid from Incredible Health. Please be sure to check out the other TechCrunch podcast: Equity And if you find yourself missing Found, you can always go back into the archives at techcrunch.com/found.
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How to build a company that can save the world while generating profit
For this week's episode, we’re sharing a bonus conversation from backstage at this year’s TechCrunch Disrupt. Tim De Chant talked with Areeb Malik, co-founder and CTO of Glacier; Allison Wolff, co-founder and CEO of Vibrant Planet, and Hyuk-Jeen Suh, co-founder of Venx and general partner at SkyRiver Ventures. On stage the panel discussed how a startup can balance doing good with delivering the financial returns they need to keep the lights on. They continue in that vein for this bonus conversation as they dive deep into how successful founder have built profitable companies that are good for the world.
On Build Mode, TechCrunch's Startup Battlefield Editor Isabelle Johannessen cuts through the startup mythology to uncover how founders survive the brutal early days, navigate impossible funding landscapes, and somehow keep their companies — and sanity— intact. Each season, Isabelle is joined by founders, investors, and operators to dig into specific aspects of the startup journey, from creative go to market strategies to founder mental health. The interviews are full of candid startup wisdom—think cap table drama, co-founder breakups, and pivot panic. So, if you’re starting a company or or even just thinking about it, this is your survival guide.
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