{"id":7908,"date":"2026-03-16T10:11:40","date_gmt":"2026-03-16T10:11:40","guid":{"rendered":"https:\/\/forbes.co.il\/e\/?p=7908"},"modified":"2026-03-16T12:41:53","modified_gmt":"2026-03-16T12:41:53","slug":"keep-it-platonic-why-founders-shouldnt-date-their-product","status":"publish","type":"post","link":"https:\/\/forbes.co.il\/e\/keep-it-platonic-why-founders-shouldnt-date-their-product\/","title":{"rendered":"&#8220;Keep It Platonic&#8221;: Why Founders Shouldn\u2019t Date Their Product"},"content":{"rendered":"\n<p>When Argon Security was acquired by Aqua Security in 2021, Eylam Milner experienced a different kind of startup shock. Not the chaos of building a company, but the sudden absence of it.<\/p>\n\n\n\n<p>For years, he had operated on his own time. As the co-founder, decisions were immediate, and progress was measured in days, not quarters. But once moving into part of a larger company, movement required consensus.<\/p>\n\n\n\n<p>\u201cWe had to do some mind-shifting,\u201d he told me. \u201cFor example, large companies don\u2019t move like startup companies, and employees cannot move things like founders can. So I had to find a new path for me to move the product in the direction that I thought was right, and the business in the direction that we thought was right.\u201d<\/p>\n\n\n\n<p>Milner spent three years at Aqua with co-founder and CEO Eilon Elhadad before they both left to start Echo Security. The company examines critical components of original open-source code and then rebuilds it from scratch while continuously updating it as new vulnerabilities are discovered.<\/p>\n\n\n\n<p><iframe data-testid=\"embed-iframe\" style=\"border-radius:12px\" src=\"https:\/\/open.spotify.com\/embed\/episode\/1vicLJkZuEP87NsqqEXl7N?utm_source=generator\" width=\"100%\" height=\"352\" frameborder=\"0\" allowfullscreen=\"\" allow=\"autoplay; clipboard-write; encrypted-media; fullscreen; picture-in-picture\" loading=\"lazy\"><\/iframe><br> <\/p>\n\n\n\n<p>It has raised $50 million in its first 10 months from Notable Capital, N47, SVCI, Hyperwise Ventures, and SentinelOne S Ventures. The experience did not slow him down, but it changed what he pays attention to when building again.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"> Kill Your Darlings<\/h2>\n\n\n\n<p>Milner brings new insight and experience to a startup as a second-time founder &#8211; something he says offers perspective as he begins to build a new product. This includes knowing when to dive deeper into a product, or accepting when it might be time to change course and remain tuned to the market.<\/p>\n\n\n\n<p>\u201cWe product engineers are all builders, right? They create stuff out of nothing, which is magical on its own, but you fall in love with it,\u201d he said. \u201cThe more time you invest in a project, in a feature, in a milestone, the more you are in love with it and the harder it is to shift or pivot.\u201d<\/p>\n\n\n\n<p>For young startups or first-time founders in particular, emotional attachment could become a liability as a company grows and it becomes harder to question whether it should exist at all.<\/p>\n\n\n\n<p>\u201cYou have to stay on your toes and be able to not fall in love with the thing you built and be willing to throw it away or to shift left and right to get the correct result of value proposition for your customer.\u201d<\/p>\n\n\n\n<p>At Echo, iteration is treated as part of the process rather than a correction. \u201cIt\u2019s about repetitive change\u2026 in order to make sure you are on the right path,\u201d he concluded.<\/p>\n\n\n\n<p>And for that love? \u201cI would recommend keeping it platonic.\u201d<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p><strong>Eylam Milner, a Forbes 30 Under 30 alumnus,\u00a0shares why letting go can be as important as building, and how it shaped his second startup, Echo Security.<\/strong><\/p>\n","protected":false},"author":106,"featured_media":7931,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-7908","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - 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