Stop Thinking, Start Building: for when you've been planning long enough and it's time to find out if it works

You know what you want to build. The plan is good. The plan has been good for months.

Psychologist Peter Gollwitzer found that when you announce a goal and people acknowledge it, your brain files the talking as progress, and you work on the actual thing measurably less. Describing it starts to feel like building it. And Kahneman and Tversky named the planning fallacy: people predict best-case timelines even while remembering every deadline they've ever missed. The gap between those two findings is where a plan can live for years.

These questions go after what the planning is protecting: the first version you talked yourself out of, the piece you keep polishing so it never has to be finished, the test you've rigged so it can't really fail, and what you're afraid the first version will prove about you. If people already pay you for a version of this, it started, and these are for whatever's kept you from calling it real. And if your waiting has a real date or a number on it, that's a plan, you keep it.

By the last page you'll have one sentence on paper: what ships, who sees it first, and the date. Takes 30 to 45 minutes. Digital download, yours instantly after checkout.

One of the questions inside:
"When did describing it start to feel like you were building it?"

What's next: The First Year ($19). For when the test goes out and year one starts.

Not sure the idea itself is real? Start free: Is This a Real Idea or Just an Exit Plan?