90% of the Work

Many fall into the trap.

The trap is thinking that the idea is the magic. The idea is the work. The idea is what matters. The right idea will create your product and company.

Yes, you’ll need a good idea. But ideas are a dime a dozen. The idea is 10%. 

But 90% of the work is building it. That’s where the risk is. That’s where you learn what it should be. That’s where you build the story. That’s where you spend the time, effort, and money. 

It’s easy to get enamored with the idea. It’s hard to build it.

Worry less about protecting what’s on the napkin and more about protecting what’s in the lab.