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The art of starting a startup — Gagan Biyani’s advice for generating, validating, and executing on ideas

In Depth

CHAPTER

Are There Other Cognitive Traps to Avoid?

A lot of founders so badly want to land on the insight or the idea that they would rather take a worse idea that they get in eight weeks than trudge through a year and a half of exploration. It's a really terrible cognitive trap to lek one ad be done this process of finding the thing, because no matter long you spend on it, you're going to spend a decade or more trying to bring this thing in the world. Having an appropriate level of patience and a very, very high bar, i think, is important.

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