CHAPTER15
The Soak
In 2006, I gave a presentation at South by Southwest. My pitch was this: in creating a startup, you're going to be faced with a thousand seemingly inconsequential decisions. Tucked among those thousands of decisions are five decisions that actually matter. These decisions will change the face of your company. What I didn't say was that I believe it's next to impossible to figure out which decisions matter and which ones do not.
How depressing.
Here's the deal: you can spend a lot of energy deciding what the big decisions might be, but that's much less important than making the decision . . . educated guess or gut instinct. There's a pile of thoughts on creating decision-friendly environments in Chapter 14, but that chapter ...
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