Someone asked me if they should write a business plan. My answer: probably not. Not because planning has no value. But because that’s the wrong question entirely. The mistake isn’t planning. It’s thinking that because something has value, you should do it. Business plans are time intensive. And all that planning falls apart within a few weeks of launch anyway. So the math is simple: hours spent on something with minimal impact are hours you didn’t spend on something that could be the difference between winning and losing. The mantra isn’t if it’s good, do it. If it’s bad, don’t. But the real challenge is figuring out which of the good things have the biggest impact.