​Founders don’t usually get stuck because they lack ideas. They get stuck because they’ve invested too much to admit something isn’t working: time, money, identity, team momentum, customer expectations. That’s the sunk-cost mindset and it quietly turns smart people into stubborn decision-makers.

​In this talk, Lonny James shares a founder’s perspective on recognizing when a change is needed, even when you’ve already poured a lot into the current path. Lonny is a founder, operator, and coach who built his last company from a side-hustle into a $30M+ business with 45 employees, and later made the call to reset and exit.

​Today, he helps entrepreneurs build companies that are scalable, sellable, or intentionally optional, without burning out.

​You’ll walk away with:

• ​A simple framework to evaluate “stay vs. shift” decisions objectively

• ​Signals you’re stuck in sunk-cost thinking (and how it shows up in teams)

• ​How to run a clean pivot: constraints, bets, timelines, and communication

• ​Practical ways to protect your energy and decision quality as pressure builds

​Speaker

​Lonny James

​Lonny James is a founder, operator, and coach who helps entrepreneurs build businesses that are sellable, scalable, or optional - without burning out in the process.

​He’s a 3× Inc. 5000 founder who grew his last company from an apartment side-hustle into a $30M+ business with 45 employees. In the early days, he was building while flying - juggling a corporate 9-to-5, fielding eviction notices from his landlord about pallets being delivered to his apartment complex and doing his first million out of a 10×10 storage unit.

​But there was a dark side to rapid growth. Lonny became over-leveraged, burned out, and stuck. At his lowest point, he questioned everything...including whether the path he was on was worth continuing.

​After a well documented and massive personal turnaround, Lonny successfully exited the business in December of 2024.

​Today, he works with founders in the $500K–$20M revenue range through his private coaching practice and Founder Rehab. His work sits at the intersection of strategy, systems, and personal clarity, with a simple goal: helping founders make better decisions.

​Location

​Tin Roof

​300 Glenwood Ave, Raleigh, NC 27603

​Questions?

​This session is part of Raleigh-Durham Startup Week. Click here to learn more about the event, plus get answers to your FAQs.

​Track Supporter

​​​​​​​Thank you to Narrasoft for supporting the Strategy Track at #RDSW26!