I get asked “can we do this?” all the time. Technically, we usually can. But that’s rarely the real question.
It’s a trade-off, not a math problem
- What’s the upside?
- What’s the risk?
- What does it cost in money, time and focus?
- Does it move us toward where the company is going?
You can do almost anything. You can’t do everything. So my answer is usually: “We can. Let’s talk about what it means if we do.”
Finding a way to yes
Anyone can say no. It takes skill to find a way to yes. Finance tends to default to limits. I’d rather ask, “What would it take?”
- Can’t afford the full team? Start with contractors.
- Can’t fund it all up front? Tie funding to milestones.
- Can’t hit the budget? Redesign the approach.
That isn’t being loose with money. It’s exhausting the options before accepting the limit. The real work is choosing the right yes, at the right time, for the business you’re building.
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