Finding and hiring great talent is a significant challenge for startup founders, often more so than raising funds or closing deals. Despite the stage of the business, recruiting remains a substantial part of a founder's responsibilities, sometimes occupying up to 90% of their time in early stages and at least 50% in later stages. Successful hiring transcends merely identifying qualified individuals; it involves creating a human-centric experience that reflects the company's culture and values. For instance, at Cockroach Labs, understanding the company's "heartbeat" through employee feedback allowed for crafting a compelling narrative centered on the product, people, and founders, which is shared with potential hires to enhance their recruitment experience. This approach not only helps in attracting top talent but also enriches the company's story with each new hire, fostering a vibrant organizational culture.