Erick Codoner on Why Most Business Ideas Never Get Started

In this episode of Founders Future, with host Zach Young, we’re joined by Erick Codoner, founder of Execution & Protection (E&P) and Liberty Lab Group. Erick shares his entrepreneurial journey starting in his early 20s with brick-and-mortar ventures, followed by a pivotal shift into remote consulting and talent acquisition. Through years of working closely with high-level professionals, Erick noticed a recurring pattern: many had valuable expertise but were paralyzed by fear, complexity, and uncertainty when trying to start their own businesses.The conversation dives into Erick’s proof-of-concept philosophy—helping service professionals build and validate online businesses alongside their full-time jobs before taking big risks. He explains how simplifying offers, clarifying messaging, and focusing on execution over perfection can dramatically reduce the failure rate for first-time founders. Erick also discusses his transition from one-on-one coaching toward scalable group models, the importance of aligning marketing with a clear offer, and why organic trust-building must come before growth acceleration. It’s a grounded, practical discussion on overcoming fear, building leverage, and creating sustainable online businesses with intention.