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Great artists don’t study art history to figure out what art to create. Great founders don’t analyze the market to figure out what product to build.

Some decisions are consequential and irreversible or nearly irreversible – one-way doors – and these decisions must be made methodically, carefully, slowly, with great deliberation and consultation. If you walk through and don’t like what you see on the other side, you can’t get back to where you were before. We can call these Type 1 decisions. Bu

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