I think there's really 3 phases to a company:

1 Founder needs to do anything in their power to find something that will "work" as a business. Talk to customers, understand pain, solve that pain either through service or product).
2 Surround themselves with a team of people that can help them with solving that customer pain.
3 Inspire that team to grow the business independently.
The common thread throughout all three phases is "marketing".

To get customers, you need to put yourself out there.

To find great talent, you need to put yourself out there.

To inspire great talent, they need to see that you're willing to put yourself out there for the mission.