WEBVTT 00:00:00.000 --> 00:00:04.099 10 days. That's all it took. A team of just four 00:00:04.099 --> 00:00:07.599 people at Anthropic shipped a full feature. They 00:00:07.599 --> 00:00:11.099 called it co -work. Four people in 10 days. And 00:00:11.099 --> 00:00:12.820 you have to contrast that with what's happening 00:00:12.820 --> 00:00:17.079 right now in most companies, where teams are 00:00:17.079 --> 00:00:19.719 probably spending 30 days just to make a roadmap. 00:00:20.059 --> 00:00:22.260 Just to plan the pilot? Just to plan it. It's 00:00:22.260 --> 00:00:24.160 wild. It really is staggering. It feels like 00:00:24.160 --> 00:00:26.480 two completely different worlds operating at 00:00:26.480 --> 00:00:28.699 the same time. I think they are. And the gap. 00:00:29.730 --> 00:00:32.789 It's not talent. It's not about who has the smarter 00:00:32.789 --> 00:00:35.850 engineers. No. It's a mindset gap. It's all about 00:00:35.850 --> 00:00:38.409 what's expensive and what's cheap in, you know, 00:00:38.429 --> 00:00:42.850 2026. Welcome back to The Deep Dive. It is Sunday, 00:00:42.990 --> 00:00:46.350 January 25th, 2026. And if you're feeling a bit 00:00:46.350 --> 00:00:48.530 overwhelmed professionally right now, I think 00:00:48.530 --> 00:00:50.310 it's safe to say you're not alone. It feels chaotic. 00:00:50.350 --> 00:00:52.829 It really does. But we're looking at this amazing 00:00:52.829 --> 00:00:55.909 piece from Max Ann today. And his whole argument 00:00:55.909 --> 00:00:59.390 is that the chaos, it's not random. It's a symptom. 00:00:59.689 --> 00:01:02.390 He says the bottleneck of work has moved. Exactly. 00:01:02.609 --> 00:01:05.049 For decades, the hard part was doing the thing, 00:01:05.090 --> 00:01:07.950 the execution. Now, that's the easy part. And 00:01:07.950 --> 00:01:11.920 that one little shift is breaking. Well, everything. 00:01:12.159 --> 00:01:14.659 So today, that's what we're going to unpack. 00:01:14.900 --> 00:01:17.560 We'll look at why execution is basically a commodity 00:01:17.560 --> 00:01:20.819 now, what the new constraints are, because they're 00:01:20.819 --> 00:01:23.620 not what you think. Right. Not coding or writing. 00:01:23.840 --> 00:01:26.719 And then we'll walk through these eight what 00:01:26.719 --> 00:01:28.939 he calls toxic rituals that we all need to break. 00:01:29.180 --> 00:01:31.120 Sounds good. I want to start with this idea of 00:01:31.120 --> 00:01:35.140 the inversion of cost, because I think for most 00:01:35.140 --> 00:01:38.519 of us, we still have this. this trauma almost 00:01:38.519 --> 00:01:41.219 from how slow and expensive projects used to 00:01:41.219 --> 00:01:43.260 be. Oh, absolutely. I mean, for the last, what, 00:01:43.299 --> 00:01:45.260 30 years? Execution was the most expensive thing 00:01:45.260 --> 00:01:47.700 you could buy. People's time, engineering hours. 00:01:48.120 --> 00:01:50.659 It was also precious. Right. And so we built 00:01:50.659 --> 00:01:53.060 all these processes around it, like walls to 00:01:53.060 --> 00:01:55.900 protect this very expensive resource. We had 00:01:55.900 --> 00:01:57.379 to. It was like a bank vault. You don't just 00:01:57.379 --> 00:01:59.620 leave the door open, right? So we invented the 00:01:59.620 --> 00:02:01.700 PRD, the product requirement document. We had 00:02:01.700 --> 00:02:04.319 approval gates, endless planning meetings. And 00:02:04.319 --> 00:02:06.680 that all made sense. It made perfect sense. If 00:02:06.680 --> 00:02:12.479 it takes a developer... It can show it's the 00:02:12.479 --> 00:02:16.770 right one. But now, here we are. 2026. And that 00:02:16.770 --> 00:02:20.189 whole ratio has just completely flipped. AI made 00:02:20.189 --> 00:02:22.770 execution cheap, almost free, almost instant. 00:02:22.889 --> 00:02:25.509 The source brings up Cursor, the AI code editor. 00:02:25.689 --> 00:02:27.710 I think most people have heard of them. For sure. 00:02:27.870 --> 00:02:30.729 But look at their growth. They went from $1 million 00:02:30.729 --> 00:02:34.189 to $500 million in revenue faster than any company 00:02:34.189 --> 00:02:37.849 in Sauce history. And the way they work, launching 00:02:37.849 --> 00:02:41.250 a huge new product isn't some big stressful thing. 00:02:41.430 --> 00:02:45.229 It's just. It's just another Tuesday. Wow. That's 00:02:45.229 --> 00:02:47.849 wild. Because execution isn't their bottleneck. 00:02:47.849 --> 00:02:50.370 And this gets to a really core concept, the manufacturing 00:02:50.370 --> 00:02:52.289 principle. Okay, let's pause on that because 00:02:52.289 --> 00:02:54.090 it's so important. The article says bottlenecks 00:02:54.090 --> 00:02:56.430 don't disappear, they just move. Can you break 00:02:56.430 --> 00:02:58.710 that down? Sure. Think of an old car factory. 00:02:59.069 --> 00:03:01.289 The slowest part of the line, the bottleneck, 00:03:01.289 --> 00:03:03.389 is attaching the wheels. It takes three people 00:03:03.389 --> 00:03:06.009 20 minutes. Okay, so you've got cars piling up, 00:03:06.030 --> 00:03:09.389 waiting for wheels. Exactly. Now you invent a 00:03:09.389 --> 00:03:13.199 robot that puts wheels on instantly. Snap. Done. 00:03:13.199 --> 00:03:15.439 Problem solved. Well, you solved that problem. 00:03:15.639 --> 00:03:18.560 But does the factory now make infinite cars? 00:03:18.860 --> 00:03:21.379 No, because now they're all piling up waiting 00:03:21.379 --> 00:03:23.800 for, I don't know, the engine to be installed. 00:03:24.039 --> 00:03:26.500 Exactly. The bottleneck moves. That's the whole 00:03:26.500 --> 00:03:29.280 theory of constraints. You fix one thing and 00:03:29.280 --> 00:03:31.240 it just reveals the next slowest part of the 00:03:31.240 --> 00:03:34.360 system. So for the last 20 years. The wheel attaching 00:03:34.360 --> 00:03:37.199 was the coding itself. It was. That's what took 00:03:37.199 --> 00:03:40.020 all the time and money. And now AI has basically 00:03:40.020 --> 00:03:43.020 given everyone an instant wheel attaching robot. 00:03:43.319 --> 00:03:45.900 So the bottleneck has just shifted violently 00:03:45.900 --> 00:03:48.500 to what comes before the code and what comes 00:03:48.500 --> 00:03:50.680 after. So if building the thing is no longer 00:03:50.680 --> 00:03:53.000 the hard part, where did the difficulty go? It 00:03:53.000 --> 00:03:56.159 moved to clarity and distribution, knowing exactly 00:03:56.159 --> 00:03:57.879 what to build and getting it in front of people. 00:03:58.020 --> 00:04:00.400 Okay. So the value is on the what, not the how. 00:04:00.560 --> 00:04:02.879 That's the entire game now. So let's dig into 00:04:02.879 --> 00:04:04.719 that. Max Am points to four new constraints. 00:04:04.919 --> 00:04:07.699 The first one is clarity. Right. He calls this 00:04:07.699 --> 00:04:09.939 the billion dollar question. When you can build 00:04:09.939 --> 00:04:12.400 anything with a single prompt, the danger isn't 00:04:12.400 --> 00:04:14.599 that you can't build it. It's that you'll build 00:04:14.599 --> 00:04:17.399 the wrong thing. Very, very fast. He says that 00:04:17.399 --> 00:04:21.779 writing a PRD now often costs more in terms of 00:04:21.779 --> 00:04:25.740 time than just. building a prototype. Now, I 00:04:25.740 --> 00:04:28.519 have to say, I can hear a thousand product managers 00:04:28.519 --> 00:04:31.319 just yelling right now. You can't just stop writing 00:04:31.319 --> 00:04:33.480 requirements, can you? That's chaos. I think 00:04:33.480 --> 00:04:35.660 the argument is more about the format of the 00:04:35.660 --> 00:04:39.060 requirement. A 10 -page document is just words. 00:04:39.220 --> 00:04:43.199 It's squishy. It's open to interpretation. But 00:04:43.199 --> 00:04:45.959 if I can prompt an AI to build a rough version 00:04:45.959 --> 00:04:48.949 of the interface in 10 minutes, That's not open 00:04:48.949 --> 00:04:51.209 to interpretation. The prototype is the requirement. 00:04:51.350 --> 00:04:53.730 The code is the spec. So the document is now 00:04:53.730 --> 00:04:55.990 the waste. The document is the expensive part. 00:04:56.110 --> 00:04:58.089 Yeah. Which leads right into the second constraint 00:04:58.089 --> 00:05:01.050 he mentions. Ambition. This one's more psychological. 00:05:01.050 --> 00:05:03.529 When shipping was hard, you got maybe three or 00:05:03.529 --> 00:05:05.790 four big swings a year. So you had to be careful. 00:05:06.009 --> 00:05:08.370 Yeah. You played it safe. But if you can shift 00:05:08.370 --> 00:05:11.149 something every 10 days. That's 50 swings a year. 00:05:11.589 --> 00:05:14.410 The risk isn't failing anymore. The risk is just 00:05:14.410 --> 00:05:17.949 timidity. It's thinking too small. He uses that 00:05:17.949 --> 00:05:20.310 horseless carriage analogy. Yeah, it's a classic. 00:05:20.569 --> 00:05:23.310 When cars first showed up, people just saw them 00:05:23.310 --> 00:05:25.209 as carriages without the horse. They didn't really 00:05:25.209 --> 00:05:27.569 reimagine what transportation could be. And a 00:05:27.569 --> 00:05:29.430 lot of us are doing that with AI right now. Totally. 00:05:29.509 --> 00:05:31.689 I mean, I have to admit, I mostly use it to write 00:05:31.689 --> 00:05:34.029 my emails a little faster. Me too. We're just 00:05:34.029 --> 00:05:36.050 putting a motor on the same old workflow. We're 00:05:36.050 --> 00:05:38.370 not asking the bigger question, which is, why 00:05:38.370 --> 00:05:40.769 are we even sending emails at all? Okay, third 00:05:40.769 --> 00:05:45.259 constraint, distribution. This one is huge because 00:05:45.259 --> 00:05:48.279 if anyone can build a product, the product itself 00:05:48.279 --> 00:05:50.800 isn't your competitive advantage anymore. It's 00:05:50.800 --> 00:05:53.959 not the moat. And the example is Cognition, who 00:05:53.959 --> 00:05:56.600 made Devon. They partnered with Infosys. Which 00:05:56.600 --> 00:05:59.560 seems so weird at first, right? This cool, cutting 00:05:59.560 --> 00:06:02.439 -edge AI company partnering with this giant kind 00:06:02.439 --> 00:06:05.160 of traditional consulting firm. Because Infosys 00:06:05.160 --> 00:06:08.180 has access. They have a 300 ,000 -person sales 00:06:08.180 --> 00:06:11.240 and distribution network. Exactly. It's a signal 00:06:11.240 --> 00:06:14.540 that the value has flipped. The magic box AI 00:06:14.540 --> 00:06:17.420 model isn't the rare asset anymore. The human 00:06:17.420 --> 00:06:20.680 network is. The relationships. So distribution 00:06:20.680 --> 00:06:23.839 is the new moat. The code is just the water. 00:06:24.500 --> 00:06:26.680 Perfect way to put it. Which brings up the last 00:06:26.680 --> 00:06:29.420 constraint. Relationships. He has this great 00:06:29.420 --> 00:06:32.920 line. You can't vibe code trust. I love that. 00:06:33.040 --> 00:06:35.740 It's so true. Tools change. Platforms change. 00:06:36.079 --> 00:06:38.819 The only thing that lasts is human trust. AI 00:06:38.819 --> 00:06:41.459 can't automate that. It sounds like we are shifting 00:06:41.459 --> 00:06:43.879 from engineering problems to human problems, 00:06:44.060 --> 00:06:46.800 doesn't it? Technology became easy, so judgment 00:06:46.800 --> 00:06:49.339 and connection became the premium assets. Okay, 00:06:49.399 --> 00:06:51.660 so the world has changed. Yeah. But most of us 00:06:51.660 --> 00:06:53.319 are still working with habits from, you know, 00:06:53.319 --> 00:06:56.579 2015. Toxic rituals. Toxic rituals. He lists 00:06:56.579 --> 00:06:58.829 eight of them. And I have to admit, this part 00:06:58.829 --> 00:07:01.370 of the article made me squirm. Because I looked 00:07:01.370 --> 00:07:03.470 at this list and realized, I'll probably do three 00:07:03.470 --> 00:07:04.850 of these this morning. It's very uncomfortable 00:07:04.850 --> 00:07:06.810 reading, yeah. Let's do the first four. They're 00:07:06.810 --> 00:07:08.709 all about action over permission. The first one 00:07:08.709 --> 00:07:12.490 is the permission loop. Ah, yes. The old check 00:07:12.490 --> 00:07:15.269 a line, get buy -in dance. Which, again, made 00:07:15.269 --> 00:07:17.970 sense when a mistake was super expensive. But 00:07:17.970 --> 00:07:20.750 now, asking for permission often takes longer 00:07:20.750 --> 00:07:23.550 than just doing the thing. He mentions a tool 00:07:23.550 --> 00:07:26.519 called Manus. Yeah, what was that? It's a tool 00:07:26.519 --> 00:07:28.879 that builds a presentation for you while you 00:07:28.879 --> 00:07:31.399 are in the meeting talking about it. Whoa. So 00:07:31.399 --> 00:07:33.279 by the time you've finished asking for permission 00:07:33.279 --> 00:07:36.160 to build the deck, the deck is already done. 00:07:36.379 --> 00:07:39.259 That just highlights the absurdity of the old 00:07:39.259 --> 00:07:41.000 way. But okay, let me play devil's advocate. 00:07:41.100 --> 00:07:44.120 If everyone just defaults to doing, doesn't that 00:07:44.120 --> 00:07:47.459 just create total chaos? It might, but the cost 00:07:47.459 --> 00:07:50.339 of that chaos is low. That's the key. If I build 00:07:50.339 --> 00:07:52.139 the wrong thing in an afternoon, we just throw 00:07:52.139 --> 00:07:54.699 it away. Who cares? If I spend three weeks in 00:07:54.699 --> 00:07:56.500 meetings getting permission to build something 00:07:56.500 --> 00:07:59.779 and then it's wrong, that's a huge waste. So 00:07:59.779 --> 00:08:02.019 ask for forgiveness, not permission. That's the 00:08:02.019 --> 00:08:03.980 new rule, which connects to habit number two. 00:08:04.539 --> 00:08:07.560 Polish as procrastination. Oh, this is a tough 00:08:07.560 --> 00:08:10.319 one for perfectionists. The old 80 -20 rule. 00:08:10.680 --> 00:08:13.480 Spending 80 % of your time on that last 20 % 00:08:13.480 --> 00:08:15.899 of Polish. And that's a waste of time. It's a 00:08:15.899 --> 00:08:19.060 defense mechanism. It's hiding. The new advice 00:08:19.060 --> 00:08:23.360 is ship ugly. Look at Notebook LM from Google. 00:08:23.459 --> 00:08:25.740 It wasn't perfect when it launched, but they 00:08:25.740 --> 00:08:28.519 got it out there, got feedback, and made it better 00:08:28.519 --> 00:08:31.920 in public. Okay. Habit three is one I think everyone 00:08:31.920 --> 00:08:36.129 will feel. meetings as default. The silent killer 00:08:36.129 --> 00:08:39.330 of productivity. A one -hour meeting with six 00:08:39.330 --> 00:08:42.450 people isn't one hour. It's six hours of execution 00:08:42.450 --> 00:08:45.429 time gone forever. The fix he suggests is to 00:08:45.429 --> 00:08:48.909 replace meetings with demos. Yes. Code is a way 00:08:48.909 --> 00:08:51.409 of getting ideas into contact with reality. Instead 00:08:51.409 --> 00:08:53.690 of arguing about a theoretical feature, just 00:08:53.690 --> 00:08:55.669 build a rough version and show it to people. 00:08:55.769 --> 00:08:57.950 You can't argue with something that works. Number 00:08:57.950 --> 00:09:00.909 four, structured waiting. We used to think waiting 00:09:00.909 --> 00:09:03.429 was, you know, a neutral part of the job. You 00:09:03.429 --> 00:09:05.549 send an email, you wait. And now? Now waiting 00:09:05.549 --> 00:09:07.970 is a blocker. If you're blocked, you make a provisional 00:09:07.970 --> 00:09:09.870 decision and you just keep moving. You assume 00:09:09.870 --> 00:09:12.490 the answer is yes because the cost of being wrong 00:09:12.490 --> 00:09:15.129 and fixing it later is now lower than the cost 00:09:15.129 --> 00:09:17.230 of waiting. This feels uncomfortable for people 00:09:17.230 --> 00:09:18.889 who pride themselves on being careful, right? 00:09:18.950 --> 00:09:21.610 It is, but caution has become a tax on speed 00:09:21.610 --> 00:09:24.649 safety now comes from iterating, not planning. 00:09:25.240 --> 00:09:26.919 Well, speaking of planning, let's get to the 00:09:26.919 --> 00:09:30.519 next four habits. Number five is inverted planning 00:09:30.519 --> 00:09:33.860 and doing. And I have to say, I love a good plan. 00:09:34.019 --> 00:09:37.179 I love a roadmap. I know. It feels so responsible, 00:09:37.340 --> 00:09:38.840 doesn't it? It feels like you're doing work. 00:09:39.120 --> 00:09:42.320 But this flips that on its head. We used to think 00:09:42.320 --> 00:09:45.039 planning was cheap and safe and doing was expensive 00:09:45.039 --> 00:09:47.980 and risky. Now it's the other way around. Planning 00:09:47.980 --> 00:09:50.620 is the luxury. It's expensive because our predictions 00:09:50.620 --> 00:09:53.830 are almost always wrong. Execution, though, is 00:09:53.830 --> 00:09:57.210 cheap, and it gives you real, actual data. So 00:09:57.210 --> 00:10:01.029 his advice is to cut planning by 90%. 90%. I 00:10:01.029 --> 00:10:03.929 know it sounds insane, but the idea is to let 00:10:03.929 --> 00:10:06.269 reality inform your plan, not the other way around. 00:10:06.409 --> 00:10:08.649 Build something, see what happens, and then make 00:10:08.649 --> 00:10:10.450 your plan. Which connects to habit number six, 00:10:10.629 --> 00:10:13.690 the deck instead of the demo. Slides are just 00:10:13.690 --> 00:10:16.019 too slow. They hide the truth behind bullet points. 00:10:16.179 --> 00:10:18.580 A working prototype answers questions way faster 00:10:18.580 --> 00:10:20.840 than a 30 -slide deck. We hide behind decks. 00:10:21.039 --> 00:10:23.919 It feels safer. Safer for our egos, maybe? Not 00:10:23.919 --> 00:10:28.000 for the business. Okay. Habit 7. Consensus before 00:10:28.000 --> 00:10:30.980 action. This is that fake alignment we all know. 00:10:31.120 --> 00:10:33.460 You're in a meeting. Everyone nods and says yes. 00:10:33.799 --> 00:10:36.980 And then nothing happens. Exactly. He says, I 00:10:36.980 --> 00:10:39.960 tried X, and here's what happened. Is way more 00:10:39.960 --> 00:10:43.519 persuasive than, let's all agree to try X. Results 00:10:43.519 --> 00:10:46.399 create consensus. Arguments don't. And the last 00:10:46.399 --> 00:10:49.720 one, number eight, hoarding until ready. This 00:10:49.720 --> 00:10:52.340 is the big ego check. We hide our work because 00:10:52.340 --> 00:10:54.039 we don't want to look stupid. We don't want to 00:10:54.039 --> 00:10:56.320 show something that's broken. But showing half 00:10:56.320 --> 00:11:00.139 -finished work saves you from what he calls quiet 00:11:00.139 --> 00:11:03.580 mistakes. I like that term. It's great. A quiet 00:11:03.580 --> 00:11:05.559 mistake is when you spend a month building something 00:11:05.559 --> 00:11:07.860 perfectly, only to find out nobody wanted it. 00:11:08.000 --> 00:11:10.080 If you'd just shown the ugly, broken version 00:11:10.080 --> 00:11:12.240 on day three. Someone would have told you. So 00:11:12.240 --> 00:11:14.580 the logic is that showing something broken today 00:11:14.580 --> 00:11:16.480 is better than showing something perfect next 00:11:16.480 --> 00:11:18.960 month. Yes, because by next month, the market 00:11:18.960 --> 00:11:21.220 or the tech has already moved on. We've covered 00:11:21.220 --> 00:11:23.100 a lot of ground here. I want to address the skeptics 00:11:23.100 --> 00:11:25.080 when we come back, because I know someone listening 00:11:25.080 --> 00:11:27.960 works in, say, health care and is thinking this 00:11:27.960 --> 00:11:30.220 all sounds really reckless. We'll be right back. 00:11:32.240 --> 00:11:35.559 We're back. So we've been talking about breaking 00:11:35.559 --> 00:11:38.220 all these old habits, shipping ugly, skipping 00:11:38.220 --> 00:11:42.259 meetings, acting without permission. But I have 00:11:42.259 --> 00:11:44.320 to represent the person listening who's a surgeon 00:11:44.320 --> 00:11:46.759 or a compliance officer at a bank. Right. They're 00:11:46.759 --> 00:11:49.600 thinking, if I ship ugly, people could die or 00:11:49.600 --> 00:11:51.840 I could go to jail. And that's a completely fair 00:11:51.840 --> 00:11:55.059 point. The argument isn't to use AI to, you know, 00:11:55.080 --> 00:11:57.259 hallucinate a bridge design and just start building 00:11:57.259 --> 00:11:59.500 it. So this doesn't apply to high stakes fields. 00:11:59.799 --> 00:12:02.000 I think it does. The challenge is to really ask 00:12:02.000 --> 00:12:04.279 yourself. How much of our process is actually 00:12:04.279 --> 00:12:07.399 required for safety or by law? And how much is 00:12:07.399 --> 00:12:10.179 just tradition? How much is just the way we've 00:12:10.179 --> 00:12:12.179 always done things? Right. Is that meeting a 00:12:12.179 --> 00:12:14.879 legal requirement or is it just a habit? Exactly. 00:12:14.879 --> 00:12:17.440 You can have compliance without a 30 -day roadmap. 00:12:17.779 --> 00:12:20.840 The document isn't the safety. The actual safety 00:12:20.840 --> 00:12:23.240 protocols are the safety. And this all comes 00:12:23.240 --> 00:12:25.659 back to velocity. It really does. The tools are 00:12:25.659 --> 00:12:28.500 basically equal now. Everyone has the same AI 00:12:28.500 --> 00:12:30.460 models. You have Claude, I have Claude. So the 00:12:30.460 --> 00:12:33.399 only real differentiator left is velocity. And 00:12:33.399 --> 00:12:35.580 it's not just about being fast for the sake of 00:12:35.580 --> 00:12:37.659 being fast. No, that's such a crucial point. 00:12:37.799 --> 00:12:41.039 It's not about speed. It's about learning. Velocity 00:12:41.039 --> 00:12:44.539 multiplies intelligence. It just compresses your 00:12:44.539 --> 00:12:47.240 learning cycles. So if you can iterate... 10 00:12:47.240 --> 00:12:50.039 times while your competitor iterates once. You're 00:12:50.039 --> 00:12:52.620 going to learn 10 times faster. The winners are 00:12:52.620 --> 00:12:55.080 going to look like Anthropic and Cursor. They'll 00:12:55.080 --> 00:12:56.899 be shipping while everyone else is still in a 00:12:56.899 --> 00:12:59.059 planning meeting. So is this just about moving 00:12:59.059 --> 00:13:02.080 fast or is it about learning fast? It's learning 00:13:02.080 --> 00:13:04.720 speed allows you to fail small so you can succeed 00:13:04.720 --> 00:13:07.139 big before anyone else starts. OK, so let's try 00:13:07.139 --> 00:13:09.580 and bring this all home. We started out saying 00:13:09.580 --> 00:13:13.220 that 2026 feels chaotic. And the argument is 00:13:13.220 --> 00:13:16.330 that the chaos is just friction. It's the friction 00:13:16.330 --> 00:13:19.250 of using old habits in a totally new world. It's 00:13:19.250 --> 00:13:21.210 like trying to put a horseshoe on a Tesla. Right. 00:13:21.330 --> 00:13:23.370 It doesn't work anymore. The big takeaway then 00:13:23.370 --> 00:13:26.809 is that execution is no longer the hard part. 00:13:27.750 --> 00:13:31.529 The bottleneck moved to clarity, knowing what 00:13:31.529 --> 00:13:35.370 to build, and distribution, getting it seen. 00:13:35.610 --> 00:13:38.090 And to deal with that, we have to shift our whole 00:13:38.090 --> 00:13:41.590 mindset from permission and planning to default 00:13:41.590 --> 00:13:45.990 to doing. The PRD is dead. The prototype is king. 00:13:46.490 --> 00:13:48.590 It's a scary thought, though. Yeah. It means 00:13:48.590 --> 00:13:50.990 giving up all that busy work that feels so safe. 00:13:51.149 --> 00:13:52.870 It does. And that's the thought I really want 00:13:52.870 --> 00:13:54.750 to leave you with. All those meetings, all the 00:13:54.750 --> 00:13:58.129 slide decks, the endless emails, they feel productive. 00:13:58.470 --> 00:14:02.049 They feel like work. But are they? Or are they 00:14:02.049 --> 00:14:03.850 just a comfort blanket that's protecting you 00:14:03.850 --> 00:14:06.490 from the scary reality of actually shipping something? 00:14:06.649 --> 00:14:08.629 That is the question. So here's the challenge 00:14:08.629 --> 00:14:10.669 for this week. Look at your calendar. Find that 00:14:10.669 --> 00:14:12.009 next alignment meeting. You know the one I'm 00:14:12.009 --> 00:14:13.840 talking about. We all have one. Cancel it. And 00:14:13.840 --> 00:14:16.600 just use that hour to build the ugliest, roughest 00:14:16.600 --> 00:14:18.559 version of the idea you were going to talk about. 00:14:18.740 --> 00:14:20.740 See what happens. Thanks for diving in with us. 00:14:20.779 --> 00:14:21.399 Until next time.