Everyone talks about 10x engineers but the real risk for most companies is not whether you can build it, it’s if you’re building the right thing. A designer that can distill why a user is adopting and then prototype the most clear version of that insight will save you millions.

It's not enough to have a firm grasp of the industry you're building in. If your product doesn’t speak to core human impulses, it probably won’t scale. Here's why builders need to have a strong theory of  human nature:

Great thing about starting your own company that you can design the way you want it. Too many founders or companies fall in this trap following established playbooks or bring processes from other places. People also say that “it doesn’t work” or “it won’t scale”, which my response is well have you tried it? Have you... See more