Daily Lab: Before you can measure, you must make

We all want information before we act. It’s how we make better decisions.

But that craving for certainty can lead us to not act at all. Because, sometimes, we can’t get all the information we want before we have to start.

Sometimes, we’ve got to create the information we want to measure.

Like when you’re just starting out with your business. You could spend many months and massive amounts of money on market research, trying to figure out the perfect thing to sell, and to whom to sell it.

Or, you could do that, and make money while you’re at it, by starting to sell it.

The best market research you’ll ever get is from the market, and you have to enter the market to get it.

So start with what you know: What do you love most, what can you do forever, and what are you credibly the very best at?

Sell that, and work to demonstrate its value at a distance.

Because before you can measure, you’ve first to got to make.

So get started.