In general, there are two kinds of stock in a corporation: common stock and preferred stock.
Common stock goes to founders, employees, consultants, and advisors; while preferred stock goes to investors.
To keep an incorporation process simple, founders should allocate common stock to themselves and to an option pool. Founding teams may also choose to work with lawyers to implement different kinds of stock like supervoting common stock or Series FF preferred stock for the founders. These other kinds of stock add complexity to the incorporation and ongoing management of the corporation in terms of legal (and often, tax) advising time and cost, but may be worth the time and cost for certain founders or founding teams.