Twelve Pages and a Logo

Guy I coach has a plan.

Twelve pages. Timelines. Contingencies. A logo.

He’s been “about to launch” for a year.

I’ve had that plan. More than once. It felt like progress. It was a nap.

Then I noticed the tell.

The people who plan every inch don’t ship. The people who ship have a napkin.

Planning is doing with the risk removed. Same dopamine. Nobody gets to tell you you’re wrong.

Here’s what the plan can’t give you.

I’ve launched things that worked. I learned a little. I’ve launched things that face-planted. I learned everything.

You can’t plan your way to the lesson. The lesson is on the other side of the screw-up.

“You need a plan or you’ll fail.”

You’ll fail either way.

Only one of you finds out why.