Founder’s Fog: When Vision Gets Cloudy

The Business Emergency Room: For Leaders Facing Volatility, Uncertainty, Complexity & Ambiguity (VUCA)

Most startup founders don’t realize they’ve become accidental CEOs until their own success turns into the biggest reason they can’t scale.

Maartje van Krieken and Pete Steege discuss the “founder’s fog,” that frustrating place where a vague vision, scattered execution, and unclear roles quietly start choking a growing business. Pete shares stories of technical founders who are brilliant at their craft but end up stuck because they’re trying to lead the company the same way they built it. Is it possible that being good at everything has become the reason things aren’t moving forward?

The real challenge of scaling isn’t about doing more work but about shifting who you are as a leader. Pete breaks down the three identity shifts every accidental CEO needs to make to get out of the fog: moving from expert to strategist, from peer to boss, and from builder to scaler. He also offers a fresh take on standing out in a crowded market, especially when AI content is flooding every channel. Could being more human, not louder, be the smartest move a founder makes?

For anyone feeling the weight of scaling challenges, Maartje and Pete’s discussion is a real look at how clarity, identity, and intentional leadership can pull you out of founder’s fog and help you grow without burning out.

Episode Breakdown:

00:00 The Accidental CEO: When Success Becomes a Bottleneck

02:07 How a True Story Helped Land Enterprise Clients

06:04 Founders Fork: Why Asking for Help is Hard

12:03 Scaling Challenges: Identifying Pain Points that Matter

18:06 Surviving the AI Content Flood with Meaningful Engagement

22:42 Founder’s Fog and the Risks of Business Continuity

24:07 The Three Identity Shifts Every Accidental CEO Must Make

Connect with Pete Steege:

B2B Clarity

LinkedIn

X

Pete Steege is a growth strategist and CEO advisor who helps Accidental CEOs – technical experts turned business leaders – gain clarity, lead with purpose, and scale with confidence. With decades of experience guiding startups and Fortune 100 companies, Pete understands the unique challenges founders face as they step into leadership.

His upcoming book, Radical Clarity, offers a roadmap for technical CEOs ready to move beyond their expertise and lead strategically. As founder of B2B Clarity, Pete empowers leaders to simplify complexity, focus their efforts, and build businesses that grow without constant firefighting.

Connect with Maartje van Krieken:

The Chaos Games Consulting

The Business Emergency Room

LinkedIn

Substack

YouTube

Host Maartje van Krieken is a crisis strategist and decision-making expert who thrives in high-stakes business environments. Combining disaster management training, hands-on experience in global industries, and leadership skills honed as a seasoned sailor, she helps businesses navigate chaos with precision. Whether tackling transformation, scaling challenges, or leadership bottlenecks, Maartje delivers actionable insights to turn turbulence into traction.

Podcast production and show notes provided by HiveCast.fm