256. Top mistakes non-technical founders make & how to avoid them
Tech for Non-Techies - Practical app & AI strategy for non-technical founders.
Release Date: 05/27/2025
283: Why successful business owners fail at tech
Tech for Non-Techies - Practical app & AI strategy for non-technical founders.
You’ve built a successful business before. So why does tech feel harder than it should? Here’s the uncomfortable truth. The instincts that made you successful offline can quietly sabotage you when you build tech or add AI. In this episode of Tech for Non-Techies, Sophia breaks down the four traps she sees again and again among high-performing business owners. Not beginner mistakes. Smart, expensive ones. You’ll learn why working harder often backfires, why “moving fast” can burn cash, and why delegation without product leadership creates chaos. Plus, what to do instead of learning to...
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282: 5 skills to master before you worry about tech
Tech for Non-Techies - Practical app & AI strategy for non-technical founders.
Most people dive into tools, stacks, and AI hacks the moment a new idea lands. Sadly, that’s the fastest way to burn cash and momentum. Here’s the thing: before you touch a single line of tech, you need to master the skillset the best companies in the world return to again and again — the skillset that actually creates traction. In this episode of Tech for Non-Techies, Sophia breaks down the five core product-innovation skills every modern business leader must build long before worrying about Bubble, React, or any new AI tool. You’ll hear real examples, simple frameworks, and the...
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281: Before You Bring On a Technical Co-Founder: Listen to This
Tech for Non-Techies - Practical app & AI strategy for non-technical founders.
People often think a technical partner will solve their product problems overnight. Sadly, it rarely works that way. Before you hand over equity to someone who can write code, you need to know what you’re actually giving up. In this episode of Tech for Non-Techies, Sophia lays out the five risks that quietly derail teams when they rush into technical partnerships. You’ll learn how to protect your ownership, lead product confidently without coding, and build enough traction to attract the right technical partner — on your terms. In this episode, you will hear: The equity mistake that...
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280: The Build-vs-Buy Framework: When Off-the-Shelf Wins — and When Custom Tech Is Worth It
Tech for Non-Techies - Practical app & AI strategy for non-technical founders.
A popular debate is “build vs buy.” Sadly, that’s the wrong question. Here’s the thing: shiny features and clever dashboards don’t matter if you’re solving the wrong problem. And picking the wrong path—custom tech when you don’t need it, or off-the-shelf when it can’t support your ambitions—can cost you six figures and months of lost momentum. In this episode of Tech for Non-Techies, Sophia walks you through a simple four-question scorecard to cut through the noise and make the right choice for your business. No jargon. No hype. Just a clear decision-making framework...
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279: What to Do If You've Already Spent $100K on Developers and Have Nothing to Show for It
Tech for Non-Techies - Practical app & AI strategy for non-technical founders.
Founders assume that if they just hire “good developers,” the product will magically take shape. Sadly, that’s rarely what happens. Too many non-technical founders burn through $50K … $80K … even $100K, only to end up with half-baked code and zero users. Not because they’re careless but because they skip the unsexy, zero-glamour work that actually protects their budget. In this episode of Tech for Non-Techies, Sophia Matveeva breaks down the real reason this problem keeps happening and what to do if you’re already deep in the mess. In this episode, you will hear: The hidden trap...
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278: The One Success Metric Every Non‑Technical Founder Must Know (Encore)
Tech for Non-Techies - Practical app & AI strategy for non-technical founders.
Many founders think their product’s success can be measured in downloads or revenue. But here’s the truth: those are business outcomes, not product goals. In this encore episode, Sophia breaks down the one success metric that every non-technical founder must understand before leading a tech team or pitching investors. By the end, you’ll know how to lead with clarity, ask sharper questions, and track the metric that matters most — without writing a single line of code. In this episode, you will hear: The one metric that separates product success from business success Why Airbnb’s...
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277: Why You Shouldn't Use AI to Build Your Product
Tech for Non-Techies - Practical app & AI strategy for non-technical founders.
Every founder is looking for ways to save time and money. And right now, AI promises both. But here’s the catch: while AI can write code, it can’t think through your product’s logic, security, or scalability. The result? A shiny prototype that collapses under real-world use. In this episode of Tech for Non-Techies, Sophia Matveeva interviews Natalie Kaminski, CEO of JetRockets, with a knack for bridging the gap between non-tech founders and the digital world. With experience spanning multiple countries and roles she brings a hands-on approach to turning ideas into real, successful...
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276: How AI is Reshuffling the Rules of Business
Tech for Non-Techies - Practical app & AI strategy for non-technical founders.
How many founders think AI is about faster automation? What if the real opportunity lies in reimagining how entire systems work? Sophia Matveeva sits down with Sangeet Paul Choudary, best-selling author of Platform Revolution and Re/Shuffle: Who Wins When AI Restacks the Knowledge Economy, to explore how AI isn’t just speeding up workflows. It’s rewriting the rules of business models. From TikTok’s behavior-driven growth to Shein’s algorithmic supply chain, Sangeet explains how AI coordination is quietly reshaping industries. You’ll learn why being a “second mover” might now be...
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275: 5 Founder Lessons From the JP Morgan Tech Conference
Tech for Non-Techies - Practical app & AI strategy for non-technical founders.
What separates founders who make it from those who stall out? After spending two days surrounded by billion-dollar CEOs and investors at JP Morgan’s Tech Investor Conference in London, Sophia Matveeva discovered that the conversations happening in those rooms reveal far more than market gossip. They hold the blueprint for building resilient, fundable tech companies. Whether you’re preparing to fundraise, expand internationally, or simply sharpen your strategy, this episode gives you a rare look at how top leaders think and how you can apply those insights to your own company’s next move....
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274: The Non-Technical Founder Mindset: How to Lead When You Can't Code
Tech for Non-Techies - Practical app & AI strategy for non-technical founders.
Many startups collapse not because the idea fails, but because the pressure gets unbearable. Sadly, it’s not strategy or funding that takes them out. It’s the grind, the chaos, and the sheer mental weight of building something new. In this episode, Sophia Matveeva shares three mindset shifts that every non-technical founder needs to survive the rollercoaster. From moving past imposter syndrome to staying calm when launches stall, these are practical tools to help you think strategically when everyone else panics. Listen in and learn how to turn pressure into your unfair advantage. In...
info_outlineIf you’re building a tech product but don’t have a technical background, this episode will save you months of wasted time and thousands in unnecessary spend.
In this re-release of one of our most popular early episodes, Tech for Non-Techies founder Sophia Matveeva shares the 5 biggest mistakes non-technical founders make — and how to avoid them.
Whether you’re a founder, a corporate innovator, or leading a new digital venture, these lessons will help you lead product teams effectively and build better tech businesses.
You will learn:
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Why hiring a developer first is a mistake — and who to bring in instead
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The crucial difference between product metrics and business metrics (and how to use both wisely)
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How Facebook and WhatsApp built great products by focusing on engagement before monetisation
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What non-technical leaders must know about giving clear, measurable instructions to product teams
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What success looks like in the early stages — and why early growth shouldn’t be the goal
Chapters
00:00 Introduction to Non-Technical Founders' Challenges
02:26 The Importance of User Experience Design
10:36 Understanding Product vs. Business Metrics
16:21 Setting Clear Goals for Product Teams
20:13 Embracing Flexibility in Product Development
24:32 The Journey of Product Improvement Over Growth
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For the episode transcript, go here: https://www.techfornontechies.co/blog/256-top-mistakes-non-technical-founders-make-how-to-avoid-them