December 22, 2025
The fastest way to find out what works
A mailing list subscriber who recently started his solo consultancy business wrote in with a few questions that basically amounted to the following:
“How can I waste the least amount of time doing the wrong things in my first year?”
This is a completely understandable impulse, but it’s a category error line of questioning.
Here’s the thing...
Whenever you are faced with a high degree of uncertainty, you should do a lot of experiments.
And by definition, most experiments don’t work... but that’s not wasted time.
It’s how you find out what DOES work.
Yours,
—J