Founder Spotlight: Doug Storf, co-founder of Swap on fuelling resilient thinking

Doug swapped life as a McKinsey consultant for a life of founderhood to launch and scale fintech Swap in South America. Having scaled the team and market coverage, and just navigated a successful rebrand, Doug shares the ways that he keeps resilient for the twists and turns of founderhood.

What makes the ‘job’ of founderhood different for you?

As a founder, much of my net worth and identity are closely tied to the role, which means my decision-making process is often influenced by emotional bias and attachment. It’s similar to the mindset within family-owned businesses, where decisions are shaped by a long-term, almost generational view. During my time as a consultant at McKinsey, I worked with family-owned conglomerates, and the striking difference I observed was how deeply personal and enduring these commitments are. For founders, it’s not a short-term assignment; it’s a lifelong project. This long-term investment, both financially and emotionally, is what makes ‘founderhood’ fundamentally different from other types of leadership.

How important is feeling resilient to you as a founder?

When I’m not feeling resilient, it clouds my thinking. My mind gets clogged, and I struggle to see the bigger picture needed to make effective decisions. This often leads to analysis paralysis, where I feel stuck, unable to move forward or choose a clear path. It’s challenging because, as a founder, my role is fundamentally about decision-making and charting the right course. When my resilience dips, it hampers my ability to do that well.

How do you maintain a resilient way of thinking?

When things get challenging, I allow myself to feel the intensity of it—but only briefly. I sit with the setback, reflecting on what went wrong, and question if there was anything I could have done differently. There’s even a short phase where I wonder why it’s happening to me. But after that, I let go of the past and start to think about the future. A big part of my resilience comes from a sense of curiosity, even rebellion. If the rules of the game have changed, then how do I hack the system to win the new game? I look for ways to work within this new reality, using a mix of curiosity and strategy to keep moving forward, rather than getting stuck on what’s already happened.

How do you protect your resilience?

I keep an eye out for subtle signs of stress in my daily work. One clear indicator is when I start accumulating unanswered emails and messages. When that happens, I recognize it as a signal that my stress level is rising or that my engagement and motivation might be dipping. It’s a straightforward way for me to check in with myself and recognize when I need to intervene. Spending time with my wife and going for walks helps me unwind and shift my focus. I also find the gym and yoga incredibly beneficial, especially during high-stress periods. Audiobooks are another go-to for me; they allow me to concentrate on something completely different and give my mind a break from work. And sometimes, simply relaxing with a good series helps me wind down and regain my balance.