A league with 30 intense competitors requires a culture of finding new, better ways to solve repeating problems. In the short term, investing in that sort of innovation often doesn’t look like much progress, if any. Abraham Lincoln said “give me six hours to chop down a tree and I will spend the first four sharpening the axe.”
We tend to overestimate what we can do in a day, and underestimate what we can achieve in a decade. Miraculous things can be accomplished if you give it ten years. A long game will compound small gains to overcome even big mistakes.
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.