That means you are spending even less time on your startup. I've been there and done that. And despite eventually raising $20+M in VC (I was extremely lucky), it was a horrible idea that I've never repeated since (raising subsequent VC). The failure modes associated with this are well understood and nearly impossible to avoid.

Short version: you can either generate project revenue or product revenue. You build a fundamentally different company to do either, so if you spend a significant portion of your time in project mode, the time you spend in product mode is usually moot. Consulting companies are project companies, through and through. The widely regarded truism that project companies cannot be transformed into product companies exists for a reason.

I'd love for this to not be the case but I've lived it so many times that I thoroughly understand the reality of it.