Spanish logistics executive Yaiza Canosa, founder of GOI, has cautioned against starting a business, warning of severe emotional stress and early financial risks.
Canosa, whose company now generates up to 70 million euros in annual turnover, admitted that if she had a child, she would advise them to do everything possible to avoid becoming an entrepreneur.
The 33-year-old businesswoman from Galicia built GOI into a major logistics operator over more than a decade. The firm currently manages a total workforce of around 1,000 direct and indirect jobs across its operations.
In 2018, Canosa gained prominent national recognition when Forbes named her to its 30 Under 30 list as one of Spain's most promising young entrepreneurs. Logistics companies manage complex freight transport networks, warehousing services, and final-mile deliveries for retail and corporate clients.
Emotional Stress and Lack of Experience
Speaking on the Nude Project podcast in December 2023, Canosa reflected on the personal anxieties she faced during the early stages of building her company from scratch. Nude Project is a Spanish interview platform and lifestyle brand that hosts conversations with founders, creators, and public figures.
Canosa criticized prevailing public narratives for romanticizing entrepreneurship by focusing almost exclusively on investment rounds, industry awards, and high revenue figures. She argued that such descriptions hide the intense emotional strain, persistent leadership pressure, and steep learning curves that can destroy viable business concepts.
Recalling her entry into the sector, Canosa confessed that she began without prior experience or a full understanding of the commercial risks involved. She admitted that when she attended her very first client meeting, she had no knowledge of logistics and did not know what she was talking about.
Financial Risks and Startup Reality
Addressing the financial risks of starting a enterprise, Canosa stressed that success rarely happens instantly or without personal exposure. She noted that while her business is currently performing well and reporting high turnover, she faced a real probability of going broke and taking on heavy mortgage debt during its initial phase.
Canosa explained that she chose to speak openly about these challenges because public conversations typically highlight only successful outcomes. She stated that acknowledging the hidden costs of running a company is an essential act of honesty, as self-employment requires sacrifices that suit very few people.
