A new business idea is not progress yet
When jumping from one concept to the next replaces the hard work of validation.
August 14, 2026
A substitute action in four steps
The situation
You hop from one idea to the next. Every new concept feels fresher, bigger, and more promising than the last. This way, you stay permanently in the exciting initial phase.
Why it is tempting
New ideas are flawless. They haven't faced rejection from customers yet, nor technical hurdles or compromises. Starting is always more thrilling than following through.
What it replaces
The uncomfortable work on an idea once it is no longer new: interviewing customers, testing the offer, enduring rejection, improving, and trying again.
The next concrete step
Stick with one idea for 30 days and answer only one question: Is someone willing to pay for this?
Substitute actions are human. Noticing them is not a verdict — it is an invitation to try the smallest real action.