the start of an idea

Great strategy

1. starts with a vision and a challenge . What is your purpose? What problem are you trying to solve?


2. is honest about the current state of your business and market - strengths, weaknesses, opportunities, and threats.


3. is a hypothesis on where you will play and how you will win. Your business and product don’t exist in a vacuum - your st

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If you’re looking to create a timeless sense of purpose and to shape the overall mission of your life, then you should use principles. Establishing a set of principles creates a compass to which you can refer whenever something is in doubt or you need to take a stand or evaluate any particular opportunity, behavior, or situation.

No one will remember if it was on time, but everyone will remember if it was bad

— Michael Beirut quoting Massimo Vignelli (Typeradio 2/2)

How do you get from starting small to doing something great? By making successive versions. Great things are almost always made in successive versions. You start with something small and evolve it, and the final version is both cleverer and more ambitious than anything you could have planned.

By unfolding I mean “interrogating the conclusion to come up with an explanation of why it could be true.” What premises and reasoning chains leads to this conclusion? The explanation isn’t meant to prove that your conclusion was right. It is just a way of unpacking it.

By unfolding a claim into an explanation, you spread it on a “wider front” (to b... See more