MAILBAG PART 2: Testing a pasta startup, how niche is too niche, and a structure for dealing with founder stress
Idea to Startup
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The Biggest Hypothesis for Wheat No More
As a founder, you've got to identify the uncomfortable and important thing you're dreading. Your hypothesis needs to come from your riskiest assumption or what we call it tackle box the frog. Right now people with gluten sensitivities in the U.S. don't eat wheat. The biggest assumption for wheat no more is that pasta made from wheat without pesticides will change people's behavior.
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