Non-Negotiables3
The things every founder has to learn. No choice, no shortcuts — the stuff that quietly decides whether you make it.
- default aliveKnow, at all times, whether your current trajectory reaches profitability before the money runs out. Almost nothing else matters as much.
- talk to users, alwaysThere is no stage at which you are done talking to users. The founders who lose the thread are always the ones who stopped.
- sell before you buildThe cheapest way to learn whether something is wanted is to try to sell it before it exists. A real yes is a number said out loud.