Skip to main content
This Week in Startups

Getting past the “Cardinal Sins of Delegating” with Jonathan Swanson of Athena | E2218

57 min episode · 2 min read
·
Jonathan Swanson

Episode

57 min

Read time

2 min

Topics

Investing, Startups, Leadership

AI-Generated Summary

Key Takeaways

  • Cardinal Sin of Delegating: Founders believe doing tasks themselves is faster, but investing extra effort to delegate and train someone once means never doing it again. Start with one assistant to eliminate cognitive load from admin work.
  • Athena's Vetting Process: Company receives 50,000 assistant applications monthly, accepts top 1%, trains them through multi-week Athena Academy program offering free MBA degree after five years. They vet 400 candidates for every one hired.
  • Time Abundance Strategy: Most people live in time constraint with one assistant handling pain points. Six assistants with a chief of staff creates time abundance where every life area has dedicated support, enabling bigger goals and strategic thinking.
  • Product Market Fit Indicator: When customers do selling through referrals without paid marketing or sales teams, product market fit exists. Athena grew entirely through word-of-mouth from satisfied clients telling friends about their assistants' impact.

What It Covers

Jonathan Swanson, Thumbtack founder, discusses building Athena, a service matching executives with trained assistants from The Philippines at $3,000 monthly. Company scaled from $40M to $100M run rate through referrals alone.

Key Questions Answered

  • Cardinal Sin of Delegating: Founders believe doing tasks themselves is faster, but investing extra effort to delegate and train someone once means never doing it again. Start with one assistant to eliminate cognitive load from admin work.
  • Athena's Vetting Process: Company receives 50,000 assistant applications monthly, accepts top 1%, trains them through multi-week Athena Academy program offering free MBA degree after five years. They vet 400 candidates for every one hired.
  • Time Abundance Strategy: Most people live in time constraint with one assistant handling pain points. Six assistants with a chief of staff creates time abundance where every life area has dedicated support, enabling bigger goals and strategic thinking.
  • Product Market Fit Indicator: When customers do selling through referrals without paid marketing or sales teams, product market fit exists. Athena grew entirely through word-of-mouth from satisfied clients telling friends about their assistants' impact.

Notable Moment

Swanson reveals his assistant monitors baby cameras overnight from The Philippines, using algorithms to play lullabies or call parents only when needed, preventing 90% of unnecessary wake-ups while catching dangerous situations like kids climbing cribs.

Know someone who'd find this useful?

Episode Transcript

I never had assistance or service providers or house cleaners in my house, not a world I was part of. But when I graduated from school, I worked at the White House. And the White House, I sat next to the president's executive assistants in the West Wing. And as you might imagine, these EAs were really good, and it set my bar incredibly high. What if I had a team of assistants like the president has? Not the president, but what if I had that same team? What could I accomplish? I hired my first assistant in The Philippines as we're scaling the business. She really transformed what I was capable of doing, helped me scale the business, helped me scale myself. She helped me make friends out of work, helping me and my wife, all sorts of amazing things. The most valuable asset in the world, it's not gold or Bitcoin or Nvidia clusters. It's time. We all have a fixed amount of time. It's forever fleeting. And Athena's mission is to give people more of that most valuable resource so they have more time to build their business, spend time with their family, whatever matters most to them. This Week in Startups is brought to you by Gusto. Check out the online payroll and benefits experts with software built specifically for small business and startups. Try Gusto and get three months free at gusto.com/twist. Crusoe Cloud. Crusoe is the AI factory company, reliable infrastructure, and expert support. Visit crusoe.ai/build to reserve your capacity for the latest GPUs today. And Northwest registered agent. Starting your business should be simple. With Northwest registered agent, you can form your entire business identity in just 10 clicks and ten minutes. From LLCs to trademarks, domains to custom websites, they've got you covered. Get more privacy, more options, and more done. Visit northwestregisteredagents.com/twist today. Hey, everybody. Welcome back to This Week in Serbs. I'm your host, Jason Calacanis. With me again, Alex Wilhelm, and we have a special guest today. Let's get right back into it, folks. Jonathan Swanson, I met you, gosh, twelve years ago. I was doing a little thing called Open Angel Forum. You and, our pal Marco were trying to build a little startup called Thumbtack, but you had a problem. You're trying to raise money. It was hard to raise money. That's right. You you said, Jonathan, come pitch me and my friends, and we'll see what we can do. And we met up at Steakhouse. We pitched you and a dozen other people, and it catalyzed our angel round. We had been looking for money for a couple months, and you catalyzed the whole round. JCal first investor in, and that set us off on a trajectory to build the business we built now, which is doing around half 1,000,000,000 of revenue, very profitable, growing nicely, supporting hundreds of thousands of small business owners. So it's been a fun fun journey. Amazing. It's really interesting what …

Get the full transcript (12,121 words) + summary by email — free

One-time email with the complete transcript and AI summary of this episode. No account needed.

One email, no spam. We’ll also show you what SignalCast does.

Browse all This Week in Startups transcripts →

You just read a 3-minute summary of a 54-minute episode.

Get This Week in Startups summarized like this every Monday — plus up to 2 more podcasts, free.

Pick Your Podcasts — Free

Keep Reading

Books, tools, and gear mentioned in this episode

SignalCast may earn commission on purchases via these links.

Tools

  • SPONSORS: Gusto (https://gusto.com/twist)
  • SPONSORS: Crusoe Cloud (https://crusoe.ai/build)

company

  • AthenaBy guest
    Jonathan Swanson, Thumbtack founder, discusses building Athena, a service matching executives with trained assistants from The Philippines at $3,000 monthly.
  • SPONSORS: Northwest Registered Agent (https://northwestregisteredagents.com/twist)

course

  • by Athena

    Company receives 50,000 assistant applications monthly, accepts top 1%, trains them through multi-week Athena Academy program offering free MBA degree after five years.

More from This Week in Startups

We summarize every new episode. Want them in your inbox?

Similar Episodes

Related episodes from other podcasts

Explore Related Topics

This podcast is featured in Best Startup Podcasts (2026) — ranked and reviewed with AI summaries.

Read this week's Investing & Markets Podcast Insights — cross-podcast analysis updated weekly.

You're clearly into This Week in Startups.

Every Monday, we deliver AI summaries of the latest episodes from This Week in Startups and 192+ other podcasts. Free for one show.

Start My Monday Digest

No credit card · Unsubscribe anytime