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Founders of start-ups are off to the races, trying to get their business of the ground and scale it up. We focus on products and services yet rarely slow down to look at the foundation of what we are building. When start-ups neglect the human component of running a business, they soon run into trouble. Leadership and culture are vital DNA for a start-up. When these principles are ignored, the start-up cannot scale effectively and thus it will never fulfill its vision and mission. In this case study, we explore some of the underlying reasons why a start-up does not successfully scale.