the start of an idea

If that's not bad enough, the second inconvenient truth is that even with the ideas that do prove to have potential, it typically takes several iterations to get the implementation of this idea to the point where it delivers the necessary business value. We call that time to money

the core of strategy work is always the same: discovering the critical factors in a situation and designing a way of coordinating and focusing actions to deal with those factors

when making things becomes frictionless, starting stops meaning anything.

When you’re at the beginning, don’t obsess about the middle, because the middle is going to look different once you get there