Zacolius: How to get your total addressable market on twist episode 12 11. He says start ups are not for everybody and 90% of them fail, but there is no success like failure. If 60, 70, 80 % of start ups fail, you just do three or four of them, you're goin to get a win. And it's about crystallizing the articulation of that value in a way where you can say this is what our customers love.