I noticed a pattern in my own projects and in many indie startups.
Late-night idea. Immediate domain purchase. Instant feeling of momentum.
But no users, no validation, no real risk taken.
Buying a domain feels productive because it keeps the dream alive without exposing it to rejection. The downside is cognitive lock-in. Once you own the “perfect” name, you resist pivots and start building for the brand instead of the problem.
I wrote a short piece arguing that domains, logos, and other “business-looking” steps often delay real validation. The first real milestone is not a launch or a domain, but a stranger giving you their email because they actually want the solution.
Curious if others here experienced the same trap, or if you think early branding genuinely helps.