There are so many things to do in a startup. The things you choose to do and don’t do, ultimately determine success or failure. Prioritization is crucial. Unfortunately, not everything on the to do list is fun. Sometimes you have to do “shitty” work.

successful startups require attention in all areas. You may not have a marketing title but someone has to figure out how to acquire users. If we’re not careful, we prioritize things we like to do over the things we should do. We prioritize our craft because it comforting. It’s what we’re best at. But our craft isn’t what’s needed in the company at all times.

My beautiful wireframes were a trophy, a tangible reward for the late nights of hard work. Or so I thought. In reality, I wasted a lot of time, often having to adjust my pretty pixels after speaking with engineering and the team.

The best way to avoid the fake progress trap is to hold yourself accountable. Each morning as you review your morning to-do list, ask yourself why.

If speed is a startup’s most valuable asset, then prioritization is paramount. Building a successful product and startup is all about knowing what to do and what not to do. And sometimes that means you need to do shitty work.