We don’t start with targets.

We start with awesome.

Targets belong to planning.

Awesome belongs to thinking.

When we fixate on a target too early,

we interrupt the emergence of something better.

When we focus on awesome,

the market will tell us what is valuable.

The point isn’t to predict the outcome.

It’s to generate something worthy of attention.

That’s a classy problem:

resisting the urge to aim too soon so we can focus on

what’s worth aiming at.

Where are you aiming

before you’ve made anything worth hitting?