We are in an age of noise.

The frameworks that got us here, of jobs-to-be-done or product-market fit, will be insufficient going forward. For founders to have extraordinary outcomes, they will have to find alpha in markets that aren’t easily understood.

Which is to say, technology alone won’t be enough. The other essential ingredient will be taste.... See more

If moats are the what, strategy is the how.

Every startup has a window of time during which they must simultaneously build something worth defending and build defenses around it.

For new startups, strategy is deciding how to use the window wisely. It’s about directing your limited resources towards digging moats before you’ve removed enough... See more

A startup can’t be expected to have moats in the early days, but it should have a strategy in place that gives it the best chance of having them in place by the time the uncertainty window runs out.