Why founders won't commit until they know it'll work

The research, the case studies, the second opinions – often they're not planning tools. They're ways of delaying a commitment that already feels decided.

Ten years of this work. Somewhere north of a thousand hours with clients. And one question comes up more than almost any other, in different words but always the same shape:

Can you guarantee this will work?

They don’t usually put it that bluntly. It arrives dressed as something else. Have you worked with someone like me before? Someone building something…