What you often want is a guarantee. The sure fire thing. The one that cannot fail. You will ask, how will I know for sure? What’s definitely going to stick? You will question if you are putting the cart before the horse, then try to work out how ‘most people in your shoes’, put horses first to produce a winning product. That’s the human reaction to uncertainty and it’s also what suffocates great ideas.

The best ideas are born, from the uncertainty. Most people, in any shoes build a winning product by getting over the fear. They just start. There are no guarantees. You need to be okay with that. Your certainty must come from knowing that you want to bring something great into the world. Take that knowing and use as the catalyst for doing.

Without action in the midst of uncertainty there would be no Instagram, Discovr, Blueberry Basil Pops or Field Guide To Now.

Once you start wondering about ‘people in your shoes’ and horses versus carts, the idea stops being important enough to matter.

Wonder just enough, then go do.

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