Have been working invisibly for the past week to create the right questions and the right vision to help someone who wants to change things.
My mission is to convince him to take an expensive risk that has no guarantee.
Why would anyone spend either side of $250k for something that cannot be guaranteed to work?
Because they want to become the category, not be the best in a category.
Taking risks is risky. So is playing it safe.
If we do nothing, we know what to expect.