If you wait until you’re done before you do the marketing, you’ve waited far too long.

Unbeatable vs perfect
Google has killed more than 200 projects over the last few decades. They fail all the time. More than once a month they shut down a business that frightened the competition and seduced consumers.

That’s part of the recipe for becoming an unbeatable behemoth. Fail a lot.

Institutions like Western Union and A & P and Woolworth’s and Sears forget this part.

How many good days?
Decisions and crises and moments of significant effort and risk can be stressful.

But the challenge of a stressful day is rarely directly related to today, it’s about tomorrow or years from now.

Which means that pushing your way through some critical choices now will probably pay off in far more good days later. How many good days later does hard decision work today earn us?

Stalling costs us more than we expect. We get stressed from the act of stalling, and then later, we will have to pay the ongoing cost of putting off work and decisions that would have been easier and more profitable a while ago.

We are primed to pay attention to things that happen in a thunderclap.

But the events that change our culture often happen over time, distributed across parts of the population too small to notice.

The body of work you’re creating adds up over time. The consistency and empathy of your vision will seep through. Drip by drip, you’ll create something worth noticing.

the real startup costs are the missteps, errors and learnings that every new project goes through on the way to success.