The Reality Distortion Field

“Reasonably smart people can rationalize anything and entrepreneurs are especially gifted at doing this.”

If you launch a product during the summer months and it doesn’t sell,

it’s obviously because everyone’s on vacation.

If it still doesn’t sell in the Fall,

it’s because everyone’s just returning back from holidays.

Then it’s Thanksgiving, Halloween, Christmas, the New Year.

By this logic, it’s never a good time to sell anything.

Sure seasonality matters.

But instead of engaging in this kind of post-rationalization,

bake in seasonality into your expected outcomes.

Take a more empirical approach and declare your outcomes upfront.

Even if it’s just to yourself at first.

Write it down on a piece of paper, file it away, and revisit after the experiment.

There is no better way for increasing your judgement.