Make it smaller: The copy, the project, the code. Making things bigger is often representative of commoditization. Bigger usually restricts nimble thinking and depends on process to cross the finish line. But the finish line is really just “a finish line” — it’s one of many.

You could choose to run a race of smaller and different. You could decide to say it in 8 words instead of 800. You could kick off the project with a 40 hour sprint and instead of a 4 month jog. You could write perfect code for an unwanted product or sloppy code for a quick pivot. You could lace up the same way did you yesterday and the day before and the day before that.

But you don’t have to run the race everyone else is running.

—Ian