There is no Case Study

One of the strangest things I’ve noticed about building my company from scratch is how much business advice is written backwards.

We hear the story after the company succeeded, so in hindsight everything acquires this tidy little narrative arc in which the pivotal meeting becomes obvious or rejection becomes this great moment of character development for the hero of the story. A change in direction becomes a strategic realignment. The person who answered the email or picked up the phone becomes “the one who changed everything”.