Today, one of the most well-respected humans on the planet recommended E-Fish in his holiday gift guide.

As founders, we are constantly told to remember that we are not our company. Meaning, that our personal identity is not and should not be connected with the success or failure of our business. While we’re told this over and over from our mentors at MIT (Shout out to MIT Sloan and the Trust Center), our advisors from TechStars, investors, and even my family, in practice it is so incredibly hard.

The reason we separate these two identities is for our sanity and, of course, our mental health. As my co-founder, Matthew, once told me:

“You’re going to become manic if you continue to personally feel the ups/downs of entrepreneurship!”

Today, one of the most well respected humans on the planet called out E-Fish in his holiday gift guide, and I cannot be more proud of the work the E-Fish team has done to get here. I’m so thankful to call chef José a seafood mentor, a customer, and a friend. The below should give you just a taste of why it’s so hard for us as entrepreneurs to separate our identity with the identity of our company.