Reflections on building – Enabling the future of personal growth
Novu is building the first AI-powered life performance coach that processes data like a machine but speaks human. It combines behavioral science, coaching psychology, and wearable data to deliver personalized, voice-based conversations that help users grow — guidance that was once only accessible through expensive human coaches. Join the future at withnovu.com
Timo Luukkola, Founder of Novu (Picture: Eelis Copeland)
I’ve always believed that startups are the most effective way to bring about global change. From the outset, I’ve understood that meaningfulness takes precedence over ease. I’ve always admired the brilliant individuals who choose challenging problems that have the potential to make a positive impact on the world. During my early years as an entrepreneur, I was determined to one day establish a globally successful startup, and I’ve been diligently working toward this goal for the past several years.
At the age of 15, I founded my first company to assist local businesses in enhancing their digital presence. I continued this endeavor for several large non-profit foundations while pursuing my master’s degree at Aalto University and contributing to the startup ecosystem at Aaltoes, Kiuas, and other Startup Sauna entities. Throughout my journey of helping others accelerate their ventures, I finally found the time to embark on my own entrepreneurial journey.
Founder-problem fit
After leaving my Product Lead position at Wolt and taking some time to reflect on my next steps, it became evident that I wanted to work with AI and life data to empower individuals. I’ve been contemplating the vast amount of data we generate through our phones and wearables, and how little it’s utilized for our own benefit. I was bothered by the fact that only advertising companies benefit from the data we generate, but we can hardly utilize it to our own advantage. Additionally, I’ve also always been interested in how humans consciously and unconsciously influence their lives for better or worse. Having personally experienced the highs and lows of life, as well as the challenges of accessing support when needed, the need for better solutions is clear. What if new technology could unlock potential that would enable data to be harnessed to help people achieve their goals?
Tip: The founder-problem fit is a double-edged sword. On the one hand, starting something is better than dwelling on the idea for too long. However, starting something you’re not genuinely passionate about likely won’t help you overcome the inevitable challenges ahead. If you are looking for the idea, take some time to reflect on your personal values. Brainstorm different problems that moves something inside you and test solutions practically. If you’re still struggling to come up with your own idea, it’s always a good idea to join other startups in the domain you’re interested in.
Don’t just listen to what others teach
Ok, back to building… With that clear focus in mind, I began drafting a tech-powered coaching product that would communicate with you based on your data. I was making good progress until I concluded that the next step was to find co-founders. Looking back, this was my first big mistake, and I later realized that I had listened too much to what other people had taught me about the “right way” to build something instead of focusing on validation and building. I believed that involving the team in the ideation process would foster a sense of ownership in the company.
“When you look back and realize how naive you were before, that’s a good sign. It means you’ve grown.”
So, I sank into co-founder dating mode. I explored several co-founder setups that didn’t align in values or pace — a tough but valuable learning. I tried harder to make our partnerships work than I worked on the actual idea. It wasn’t a total waste of time—I learned a lot, and each different viewpoint accelerated the original idea. However, if I had just focused on building from day one, the company’s situation might look very different today.
Tip: If you don’t have clear co-founders in mind (often, past colleagues are potentially good options), just start by yourself and work on your idea. Don’t follow blindly what others teach about “the right way”—follow your own path. Start with your current skill set and learn more by doing. Today, anyone can build a prototype in a matter of weeks or even days. I have already built five. Don’t waste your time on co-founder dating. If you’re active around people interested in your field and keep talking about your passion, you’ll meet the right people who eventually join your venture.
Feeling stupid is part of the growth
An experienced entrepreneur once told me that I have a long road ahead with a “soft-values consumer product.” It might sound discouraging, but to me, it was a confirmation that I’m on the right path. When you’re building something different enough, people will think you’re crazy. They’ll say it makes no sense. That’s often the first sign you’re doing something truly new. Every founder who’s built something meaningful has gone through that phase—when others think they’re stupid.
I’ll admit it: I didn’t pick the easiest problem to solve. And as you’ve learned, I didn’t have much luck with co-founders early on either. I’ve made plenty of mistakes—even though I thought my startup background had prepared me for this. The truth is, the challenge was (and still is) bigger than me. I set the bar high, and that meant facing moments where giving up would have been easy. But that’s what startups are: a never-ending climb. As Miki Kuusi once said, “When you reach the top of one mountain, a higher one is waiting for you.”
Tip: Growth requires self-compassion. Founders need a certain kind of madness to believe in difficult things—but also the humility to see their own limits. When you look back and realize how naive you were before, that’s a good sign. It means you’ve grown. If you don’t feel that way, you’re probably going nowhere fast. I believe in quality hours over counted hours: those who protect their recovery and state of mind achieve far more than those chasing exhaustion.
Resilience will be rewarded
After setting aside co-founder dating and focusing solely on product development, my former colleague reached out and joined Novu. Soon after, two other masters of their fields followed. Today, our team consists of former colleagues and a human performance domain expert.
We’ve received strong early interest from individuals eager to test the app, and early conversations with advisors and users have reinforced the scale of the opportunity. We’re now onboarding early testers, gathering feedback, and refining the user experience. We know we’re only getting started, but each step strengthens our belief that we’re driving a truly meaningful change. Together, we’re building something that can scale to improve millions of lives. Building better lives isn’t a sprint—it’s a marathon.
To summarise, building something meaningful is rarely the easiest path, but it’s the one that truly moves the world forward. The hardest problems are often the most valuable ones to solve—and they attract the kind of people and momentum that easy ideas never do. When founders focus on creating lasting, positive impact instead of chasing shortcuts, they build companies that stand the test of time. Meaningful ventures inspire stronger teams, more loyal users, and deeper trust from everyone around them. In the end, solving hard problems isn’t just good for the world—it’s good business. And that’s exactly what we’re building with Novu.
— Timo Luukkola
