When my dad and I started Philz, we didn’t open our second store until nearly 5 years after founding. It takes time to set the foundation. The beauty of brick & mortar is you learn in real time and can iterate in the moment.
Don’t get fooled by the insane outliers. It’s a long, slow road. But if you can stomach the wait, the embarrassment, and the frustration, you just might make it.
There is a common issue of over-optimizing the metrics in business, which can damage the whole system.
Doing the wrong thing efficiently is actually worse than doing the right thing badly.
– Rory Sutherland