“It’s almost done, I just need to add this one more thing…”
When you teach designers & developers to bootstrap their own product businesses, as I do, that’s a phrase you’ll hear a lot — and you’ll come to hear it (as I do) as the sound of a shotgun being removed from a cabinet, loaded, cocked, and fired into the foot of the potential of the person saying it. Boom.
The insidious fantasy of “Done” is that…
- perfection is possible
- perfection means it can’t be rejected
In reality, no plan survives contact with the enemy. (Sub “enemy” with “real live customers and the universe at large.”)
“Done” is a mental trick people use to avoid reality. “If it’s not done, I don’t have to launch. If I don’t launch, I can’t fail.”
Except, of course, that not launching is failure. The most preventable kind.
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