Your biggest risk

If you haven't started, your biggest risk isn't what you think.

Before you start, it's good to list out your assumptions and risks. Then you can tackle your biggest risks first, right?

Well, not quite. You don't actually know your biggest risks.  Your biggest risks are unknown unknowns - the things you don't know that you don't know.

You can't list unknown unknowns.

The only way to flush out unknown unknowns is to just do it.  Getting out there fast, means you're not just managing risks, but revealing and mitigating them.

Tackling the fastest risks flushes up the true risks sooner.

That's why so many successful founders focus on execution. Nothing reduces your risk like starting.

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