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1Fix the driver behind crashes, sound loss and screen glitches2Repair Windows errors before they cause bigger problems3Scan for outdated or missing drivers - takes under a minuteFor Yoono CEO Richard Tavernor, being less patient as a second-time founder does not mean rushing every decision. It means acting sooner when an assumption or situation appears clearly wrong. Drawing on his experience with his first company, iVendi, Tavernor says he now questions problems earlier—especially in hiring, international expansion, customer economics and technical leadership.
What Tavernor means by “less patience”
Tavernor describes the change as “immediacy”: he is quicker to challenge an assumption and less willing to wait when evidence suggests something is not working. “I think of it less as impatience and more as immediacy,” he says.
That distinction matters. His account is not an argument for making every choice faster or for treating an early setback as proof that a plan should be abandoned. It is about recognising a visible problem sooner and deciding whether to act, rather than letting delay become the default.
BusinessCloud identifies Tavernor as Yoono’s CEO. In its article, he reflects on lessons from iVendi, his first company. The recollections and advice below are his perspective; the article does not independently verify the company history or test his principles as a general rule for founders.
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Why people and role fit deserve earlier attention
Tavernor calls people the biggest lesson from his first company. He says he made excellent hires, but also made appointments that were not right and took too long to address them. His point is not that every difficulty belongs to an employee: he says founders should also consider whether the role, expectations or support are the problem.
That makes the practical lesson more specific than simply “hire carefully.” If a person is struggling, a founder needs to work out what is misaligned and respond while there is still time to change the arrangement. As Tavernor puts it, “In an early-stage company, every hire has an outsized impact.”
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Build for international markets without repeating costly localisation
Tavernor says expanding iVendi from the UK into Europe was difficult because the product required substantial localisation and customisation. That work consumed both time and capital. He says the experience shaped his ambition for Yoono: to address an international problem without rebuilding the core product for each jurisdiction.
The distinction is between serving customers in different markets and having to remake the underlying product for each one. Tavernor’s account does not establish that a product can avoid all local adaptation; it describes a design goal informed by the cost of extensive customisation at iVendi.
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Judge a market by customer economics, not size alone
Tavernor says he still favors recurring revenue, regulated markets and problems with a clear imperative to solve. What has changed is the attention he gives to the potential value of each customer. A large addressable market is not enough if the economics of serving customers do not support sustainable growth.
In his framing, market opportunity and business viability are separate questions: a company may be solving a real problem for many potential customers and still struggle if the value of each customer does not justify the cost of reaching and serving them.
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Match technical leadership to the company’s stage
Tavernor says a startup’s technical leadership must be able to work hands-on with limited resources and also build architecture, teams and standards as the organisation grows. Those demands can call for different strengths at different stages.
“The person who can create a brilliant first version is not automatically the person who can develop a global organisation,” he says. The implication is not that early technical contributors cannot lead at scale, but that founders should assess whether the capabilities needed for the next stage are present—not assume that success at one stage guarantees success at another.
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Look for vulnerabilities before growth makes them harder to fix
Tavernor says founders should consider how incumbents might respond, what happens if a route to market fails, whether access to capital becomes tighter and whether a capability that once set the company apart becomes commonplace. He recommends avoiding unnecessary dependencies, preserving options and understanding where the business is vulnerable.
That concern ties back to his idea of immediacy: question the assumptions on which the business depends while there is still room to respond. Tavernor sums up the founder’s responsibility this way: “The founder’s job is to understand which game the company is playing.”
Tavernor’s questions for founders
He says he does not have every answer, but recognises the questions earlier. These are his own prompts, not a validated checklist or a guarantee of success:
- Is this creating real customer value?
- Can it scale internationally?
- Are we properly funded for the opportunity?
- Can we build distribution faster than others can copy the technology?
- What happens if one of our central assumptions is wrong?
- And, above all, are we moving quickly enough?
“I don’t feel I have all the answers, but I do recognise the questions earlier,” Tavernor says.
Read Richard Tavernor’s account in BusinessCloud.
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