Fractional Resources

I had an exchange recently with a founder who said they were looking for a fractional marketer.

Great.

Then they said this:

“Yes, somebody who is willing to go through 50 questions with me about alignment.”

That’s when I realized they weren’t looking for a fractional. They were looking for a co-founder.

Let’s clear something up:
A fractional leader is not a part-time co-founder.

Trying to treat them like one? That’s how you end up frustrated, ghosted, or burned.

Founders: Know What You’re Hiring

Co-founder:

• Long-term personal alignment
• Shared risk, shared equity
• In it for the vision
• Wakes up thinking about your company

Fractional:

• Short-term engagement
• Scoped, outcome-based relationship
• Runs their own business
• Hired to solve a specific problem

If you send over a “values alignment” questionnaire meant for a marriage proposal, don’t be surprised when the consultant declines the second date.

What You Actually Get With a Fractional

• Focused expertise — They show up with experience and context already loaded.
• External perspective — They aren’t stuck in your bubble.
• Flexible commitment — Need more? Need less? You can adjust.
• Business brain — You’re hiring another operator, not a mentee.

You’re not paying for a dreamer. You’re paying for someone who’s done it before — probably for three companies last quarter.

How to Work With One

• Skip the life story — Focus on the problem you need solved.
• Define the scope — What do they own? What’s not theirs?
• Set the timeline — Are we talking weeks? Months?
• Stay in your lane — If you hire someone for their expertise, listen to it.

Founders Who Get It… Win

The best fractional relationships are clean, scoped, and productive. They’re not about building forever together. They’re about solving real problems, quickly, with minimal drama.

Want a co-founder? Go find one.

Want to move fast, get focused help, and level up your company? Hire a fractional — and treat them like a pro.

Trying to bring in the right fractional leader without turning it into a second marriage? Book a strategy session and we’ll figure out what kind of engagement actually fits your startup.